At 130 years old, The American Association for the Advancement of Science, (AAAS), is America's leading scientific organization.

Starting in 2001, AAAS launched a campaign to communicate with African American and Latino parents and children about the value of science in their education and lives.

Element worked with AAAS to put together the "Partnership for Science Literacy" involving local science centers across the U.S. We conducted extensive public opinion research via a national poll and focus groups to frame a campaign titled "Science. It's everywhere." The advertising campaign included Public Service Announcements (PSAs) on television, radio and in magazines featuring a free "Family Guide to Science". All materials were produced in English and Spanish.

The campaign demystified science by emphasizing the important role families can play and the fact science is around us all, everyday. Since 2001, the campaign has received more than $6.3 million in donated media value across the United States.