AVATAR – NASA Artemis II Investigation
DepartmentC took a complex, first-of-its-kind space investigation aboard the historic Artemis II mission and turned it into a story (and robust communications campaign) that fascinated the world. Learn how we did it…
Translating Complex Science into Captivating Content
Personalized organ chips — miniature models of human bone marrow made from each astronaut’s own cells — traveled around the Moon aboard Artemis II as part of the AVATAR (A Virtual Astronaut Tissue Analog Response) investigation. Scientists are using AVATAR data to study how deep space stressors like radiation and microgravity affect human health, with implications for precision medicine on Earth and future deep-space missions.
AVATAR is a high-profile public-private collaboration involving government, commercial, and academic partners. Telling this space science story clearly and compellingly to very different audiences required a strategy as sophisticated as the science itself.
A look at how we turned discovery into understanding.
Avatars for Astronaut Health to Fly on NASA’s Artemis II
NASA announced a trailblazing experiment that aims to take personalized medicine to new heights. The experiment is part of a strategic plan to gather valuable scientific data during the Artemis II mission, enabling NASA to “know before we go” back to the lunar surface and on to Mars. READ MORE>>
What’s Next for Artemis II AVATARs
The chips took a carefully coordinated journey to reach the lab. After Artemis II returned to Earth, the AVATAR hardware and organ chips were first transported to the Naval Health Research Center in San Diego, California, where scientists prepared the chips for transport to the laboratory. READ MORE>>
How we made it happen
Strategy
- Developed a comprehensive communications plan positioning AVATAR as a historic investigation
- Based strategy on analytics and best practices, as well as emerging trends
- Defined target audiences, goals, channels; tailored products and messaging to each
- Integrated with NASA peers’ efforts and ensured visibility of AVATAR in other Artemis II \communications
Content Creation
- Designed and developed a full AVATAR web experience
- Concepted, scripted, and videos
- Wrote and published articles, related content, and collateral
- Developed iconic AVATAR logo/graphic
- Designed and produced commemorative stickers, patches, and pins
- Turned complex research into easy-to-digest infographics
- Developed scripts and supported podcasts, both NASA-produced and external
Oversight
- Managed communications execution across all internal teams
- Coordinated, edited, and approved communications from external partners, including Space Tango, Emulate, and Wyss Institute
- Proactively ensured AVATAR accuracy and representation in all NASA Artemis II products
- Developed a Run of Show for all AVATAR launch activities spanning the week of launch
- Tracked performance and adjusted strategy
Events
- Developed and designed public-facing and internal presentations
- Staffed Kennedy Space Center Visitor Center (KSCVC) exhibit at Artemis II launch
- Supported SME’s public presentation at the KSCVC
- Curated and co-staffed AVATAR exhibit for social media influencers attending launch
- Created AVATAR gift bags for media and influencers
- Planned and represented AVATAR at MPS Global Summit
Social Media
- Co-managed @NASAScience_ on X, Instagram, Facebook, and YouTube
- Developed graphics and posts for AVATAR and precision health content before, during, and after mission
- Integrated with Artemis II and NASA Flagship social platforms
- Integrated with NASA Flagship social platforms
Web
- Developed centralized “AVATAR” themed web experience
- Analyzed web metrics to inform marketing effectiveness of various pieces
Public Affairs
- Developed compelling media pitches
- Coordinated and supported interviews for leadership and SMEs
- Attended onsite media activities, supporting SMEs
- Created talking points for NASA staff and partners
- Developed pitches exploring tie-ins with “Project Hail Mary” film
- Responded to media inquiries
Metrics and Impact
Our work delivered measurable results, earning recognition across NASA and driving meaningful engagement with Biological & Physical sciences.
Over 30 media interviews
with NASA experts
across multiple outlets
85+ traditional
media mentions
including CNN, CBS News, The New York Times, The Washington Post, Nature, BBC, National Geographic, Scientific American, and affiliate TV stations
In just one month, more than
23,200
page views
on the AVATAR web experience page
110+ influencers
at Artemis II social media event actively posted about AVATAR
5,580 mentions
of AVATAR across social media
Increase our followers by over
46,300
page views
on the AVATAR web experience page
Metrics by capability:
Media Coverage:
- Over 30 media interviews with NASA experts across multiple outlets
- 85+ traditional media mentions, including CNN, CBS News, The New York Times, The Washington Post, Nature, BBC, National Geographic, Scientific American, and affiliate TV stations
- 110+ influencers at Artemis II social media event actively posted about AVATAR
Web and Digital:
- 23,202 page views on AVATAR web experience page within one-month period
- 2,831 AVATAR one-pager downloads in same timeframe
Social Media:
- 5,580 mentions of AVATAR across social media
- 1.7+ million engagements (likes, comments, shares) with AVATAR posts
- +46,346 new followers on @NASAScience Facebook, Instagram, and X channels
Events & Public Engagement:
- 50,000+ visitors to KSC Science Exhibit during launch window
- 110+ social media influencers engaged at launch event
- 2,000+ reached at scientific events, including the MPS Global Summit, ASGSR annual meeting, and others