Time: Monday 15th June, 14:00 – 16:15
Venue: Room 214, Kvinnors och barns hälsa

In this circus, Jón Örn Guðbjartsson, Director of Marketing and Communication at the University of Iceland, will present the most successful project of the university so far to attract the public towards science: ‘Treasure of the Future’. This integrated communication project set a record in gaining media attention, resulting in an increase of the university’s media reach of over 30% in 2013-2014.

The University of Iceland puts an enormous focus on attracting young people and the general public to science. This is an important element in the university’s strategy.

In the campaign mentioned, there was a strong and broad distribution of sciences and innovation along with a focus on published research conclusions in a domestic and international setting. The aim was to increase awareness of the value of science, innovation and entrepreneurial efforts and development of such at the University of Iceland.

In this case, the ‘treasure’ concept is based on research leading to prosperity for all in the near future. The seeds from the campaign are now starting to grow in Scandinavia as two TV-stations, in Sweden and Finland, have already broadcast part of the campaign, a TV-series that received enourmous attention in Iceland with over 50% of all TV-viewers watching the series there.

The “Treasure of the Future” campaign consisted of:

  1. A TV-series, made by the University of Iceland and broadcast on public TV in Iceland. The TV-series was on air in May and June 2013, and included six independent episodes. The series was produced by the University of Iceland in cooperation with a local filming company KUKL. The host of the program was Jon Orn Gudbjartsson, the director of communications and marketing at the university. The manuscript was written by Björn Gíslason, Jon Örn Gudbjartsson and Konrad Gylfason.
  2. A Science Magazine to accompany the TV-series, including extra material. The Magazine was issued and distributed around Iceland in February 2013 and February 2014. The Magazine was edited by Björn Gíslason and Jon Örn Gudbjartsson.
  3. A specific web site with further details on each content item in the Magazine and in the TV-program. The web site was edited by Björn Gislason and Jon Orn Gudbjartsson, employees of the marketing and communications department of the university.
  4. A massive press campain where selected stories from the TV-program/Magazine were released for press with riveting results. The press campaign was driven by Björn Gislason and Jon Orn Gudbjartsson, employees of the marketing and communications department of the university. The increase in outreach through media and PR in 2013 and 2014, during the campain, was over 30%.

Some of the responses from the campaign:

Science TV program from Iceland gaining attention in Scandinavia and nominated for a gold award as the best science short-film project in 2013.

Fits into the concept: Spend less, do more: maximising the use of small budgets in university PR and Communication and Communicating universities’ input to society: promoting, interacting, involving.

Watch the first episode of the TV series ‘Treasure of the Future’:


Speaker: Jón Örn Guðbjartsson
Jón Örn Guðbjartsson