MilliporeSigma depends on the curiosity and ingenuity of scientists to develop innovative products and services that improve health and wellbeing.

Key to the company’s long-term success is having a strong pipeline of STEM talent that reflects the diversity of communities where the company operates and which it serves.

To address gaps in the pipeline, the company created the Curiosity Cube® — a retrofitted shipping container turned mobile science lab — to ignite student interest in science and a career in STEM.

Since the initiative’s launch in 2017, Red Havas has been tasked with rousing media and influencer interest in the mobile science lab’s stops. Initially, this was across the U.S. and Canada. However, following a two-year pandemic hiatus, we relaunched the Curiosity Cube in 2022 — this time on a global scale.

The first-ever European tour is making approximately 70 stops. Meanwhile, nearly 100 Curiosity Cube events are being held in communities across North America.

Our strategy has been to highlight the hands-on experience the Curiosity Cube® brought to each community it visited. That entails a lot of legwork: We connected with local schools and organizing partners to help us get the word out, conducted targeted media outreach to local outlets, and tapped local influencers. We also held strategic planning calls with MilliporeSigma’s partners to formulate communications plans tailored to each community.