The benefit of Mark’s mission to South African science is very significant. Especially the fact that he will be conducting research in space that South African scientists previously could only have dreamt of getting the opportunity to execute. Nevertheless, the heroes of a positive outcome to any of these experiments, are the scientists who performed the groundwork, and those who submitted proposals in response to our nationwide call.
This is why the scientists and their work is the focus of the ad campaign.
The ads draw attention by means of intriguing headlines about the nature of the experiments. The copy then states the facts simply and logically, explaining the proposed research and outlining the benefits to the country.