Best of CASE District VII Award
 

Institution: University of Southern California

Title of entry: Inside USC’s research on coastal carbon capture

About this entry: "Blue carbon" ecosystems – coastal and marine environments like tidal salt marshes, mangroves and seagrass beds – are some of nature's most powerful carbon sinks, yet they are often overlooked in discussions of climate solutions. We launched a multi-platform campaign to raise awareness of these vital, but rapidly disappearing, ecosystems and showcase USC's leadership in sustainability research by framing Upper Newport Bay as a globally relevant case study.

Our strategy combined compelling storytelling with impactful visuals and targeted outreach. A USC Today feature story highlighted the research, accompanied by an original painting of Upper Newport Bay, field photography of the researchers in action and a short video showcasing the project's interdisciplinary nature. This multimedia approach made the science accessible and connected audiences to the beauty and vulnerability of these ecosystems.

We amplified the campaign's reach through direct pitching to environmental reporters and local news desks, a source alert for journalists and a social media campaign across Facebook, LinkedIn, X/Twitter and Instagram Stories.

The campaign successfully raised public awareness of blue carbon as a promising climate solution, strengthened USC's reputation in climate science and positioned Upper Newport Bay as a key example of the challenges facing coastal ecosystems. It demonstrated the power of combining art, science and strategic communication to engage diverse audiences on complex environmental issues.