American Association
for the Advancement
of Science
In an Age of Noise, We Spoke for Science.
In a media landscape overrun with sound bites, speculation, and spin, the American Association for the Advancement of Science (AAAS) recognized a moment of reckoning—not just for science, but for truth itself.
The Brief
Cut through the chaos. Reclaim the authority of fact. And remind the world that science isn’t an opinion—it’s a discipline. The campaign needed to defend the scientific method while celebrating the people who practice it.
The Big Idea
“You Know Best.”
A bold, declarative message that did two things at once:
It acknowledged the expertise of AAAS’s members—scientists, researchers, and innovators who stand for truth.
And it reclaimed authority in a moment when misinformation was louder than ever.
The phrase became a rallying cry, flipping conventional humility into a confident, necessary stance: You don’t just believe in science. You are science.
The Execution
Deployed across social channels, “You Know Best” blended sharp design with message-first creative. The tone was clean, clear, and unapologetic—asserting science’s role as a lighthouse in a storm of confusion. Each asset acknowledged the expertise of the individual while reinforcing the collective mission of the AAAS: advancing science for the benefit of all.
The Impact
While the metrics spoke volumes, the true success was in sentiment. “You Know Best”:
Repositioned AAAS as a vocal leader—not just in policy, but in public discourse.
Deepened pride and engagement among its member base, reinforcing AAAS as their trusted home.
Created a distinct and credible voice in the ongoing cultural conversation around truth, expertise, and science.
The Legacy
In a time when facts felt fragile, “You Know Best” stood firm. It reminded the world who the experts are—and gave them the mic.
Because in a world of talking heads, science doesn’t shout. It proves.
