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ScienceUpFirst Tackles Misinformation Online with Strategic Objectives


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Strategic Objectives, Canada’s most award-winning public relations agency, is proud to announce its new partnership with ScienceUpFirst, a national initiative of the Canadian Association of Science Centres. ScienceUpFirst is made up of independent health and science experts, and science communicators, who share the best available science in creative ways to stop the spread of health and science misinformation online.

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"ScienceUpFirst has been successful in reaching Canadians throughout the pandemic to share the best available science, helping them make informed decisions for their health and safety,” says Magda Byma, Director, ScienceUpFirst Initiative. “As we begin to expand our focus to include health and science misinformation more broadly, we know we need to engage new audiences with our content. Strategic Objectives is the clear choice for us, knowing that they can deliver on their promise to connect us with influencers in markets across Canada.”

Strategic Objectives will enact a national influencer campaign for ScienceUpFirst focused on the dangers of health and science misinformation, and how quickly it can spread online. The campaign will engage influencers across Canada to share information through an engaging creative lens, to raise awareness for ScienceUpFirst and provide Canadians with the knowledge, insights, and tools they need to join the fight against misinformation.

“Canadians are constantly bombarded with viral, online misinformation and ScienceUpFirst plays an essential role in equipping Canadians with the evidence-based knowledge they need to make informed decisions,” says Adriana Lurz, Senior Vice President, Strategic Objectives. “We are honoured to partner with ScienceUpFirst to champion good science and drive critical awareness that will keep Canadians safe.

To learn more about the ScienceUpFirst initiative, please visit: www.scienceupfirst.com

About ScienceUpFirst

ScienceUpFirst is a national initiative that works with a collective of independent scientists, researchers, health care experts and science communicators. We share the best available science in creative ways to stop the spread of misinformation.

The idea for ScienceUpFirst started with Senator Stan Kutcher and Professor Timothy Caulfield in the summer of 2020. The initiative is operated by the Canadian Association of Science Centres and continues to work closely with COVID-19 Resources Canada and the Health Law Institute at the University of Alberta.

ScienceUpFirst can be followed on Instagram (https://www.instagram.com/scienceupfirst/), Facebook (https://www.facebook.com/scienceupfirst), Twitter (https://twitter.com/ScienceUpFirst), and Tiktok (https://www.tiktok.com/@scienceupfirst). Visit www.scienceupfirst.com for more information.

About Strategic Objectives

Headquartered in Toronto and co-founded by partners Deborah Weinstein and Judy Lewis, Strategic Objectives is Canada’s most award-winning PR agency, and one of the country’s most creative, innovative, passionate, and successful marketing communications firms. Recipient of the Clutch 2020 Global Leaders Award and named Best Mid-Size PR Agency in the World at the IABC Gold Quill Awards 2019, Strategic Objectives is IABC/Toronto Agency of the Year 2020 and has been for eight of the last 11 years.

We create results-driven strategies integrating digital, social, and mainstream media, virtual, and experiential events, and influencer marketing programs to achieve outstanding measurable results. Global experts in social responsibility and cause-related marketing, we are the only Canadian communications company to ever receive the exclusive United Nations Grand Award for Outstanding Achievement in Public Relations, and the only all-Canadian agency to be named to the PR News Top Ten CSR (Corporate Social Responsibility) A-List.

Canada is our space. Our national, bilingual team includes an all-star roster of more than 30 top PR pros, strategists, storytellers, content creators, trend-spotters, trend-setters, designers, social media experts, video and graphic artists, digital developers, and pop-culture junkies. We are obsessed with providing outstanding client service and doing things differently to deliver impactful, measurable results.

Visit www.strategicobjectives.com and follow us on Instagram and Twitter: @SO_pr.

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We are one of Canada's Best Public Relations and Marketing Communications Agencies. Please contact us here to learn how Strategic Objectives can help you craft meaningful, news-making campaigns that amplify your brand message and boost consumer loyalty.

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