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Firebird PR wins competitive Wellcome Trust pitch

Firebird PR to support London 2012-inspired science experience

Firebird PR has been commissioned to deliver a regional PR campaign for the Wellcome Trust's In the Zone touring interactive science experience.

Inspired by the Olympic and Paralympic Games, in 2012 the Wellcome Trust is supporting activities to engage the public with the science of how their mind and body work during sport, exercise and rest. This includes leading a major UK-wide initiative - In the Zone - which incorporates: free experiment kits for every UK school; a family exhibition touring open-air venues and festivals across all four nations; an In the Zone pop-up touring London 2012-themed community events; and Science Junkie: In the Zone, a live show with demonstrations and audience participation touring schools and festivals around the UK. The Wellcome Trust is delighted to have gained the London 2012 Inspire Mark for the In the Zone initiative and to feature in the official London 2012 education programme Get Set+.

Designed and delivered by At-Bristol, one of the UK’s leading science and discovery centres, the touring exhibition is designed to give people of all ages a chance to learn more about how their bodies work in motion through five high-tech interactive exhibits. The content of the exhibition and show covers the major human body systems relating to exercise, with exhibits including:

Power Zone - investigate how high you can jump and how softly you can land;
Blood Zone - view your veins and measure the hardworking pump at the centre of it all;
Strength Zone - put your body through its paces to explore muscles, energy and fatigue;
Reaction Zone - test your responses to light, sound and touch;
Speed Zone - measure your speed off the starting line and race down our very own running track.

In addition, the exhibition also includes a live and responsive show with audience participation and the opportunity for visitors to share data, images and video after the experience via social media.

The In the Zone experience launched at the Big Bang Fair in Birmingham and will now tour the UK from May until September, bringing the excitement of London 2012 to all four nations. Media attending the launch included Associated Press Television News, BBC News and the Wolverhampton Chronicle Series.

Firebird has been liaising with a range of project stakeholders on the development and implementation of the regional PR campaign, including: PR, education and special project teams at the Wellcome Trust, At-Bristol, LOCOG and Inspire Programmers, national governing bodies for sport, Blue Peter and the BBC Big Screen/Live Sites network. The focus of our work is on planning and delivering media relations activity to boost awareness of the touring exhibition and drive visitor footfall to the venues and festivals where In the Zone will pop-up.

For more information about the initiative or exhibition tour dates visit www.getinthezone.org.uk