CASE STUDY Naturally Obsessed: the making of a scientist

Carole and Richard Rifkind found a challenge in promoting their new documentary, Naturally Obsessed: the making of a scientist. Long concerned with public understanding of science, Dr. Rifkind, former Chairman of Sloan-Kettering Institute, turned to filmmaking in order to illuminate the doing of science for scientists and non-scientists alike.

Abstract Marketing took on the film after its festival tour, helping filmmakers launch an aggressive marketing strategy for educational screenings of the film in the U.S. and abroad. Targeting professional and budding scientists, as well as the general public, we designed informational material that highlighted the authenticity of the film experience.

We built a database of universities, medical schools, professional science associations, museums and cultural institutions. A strategic outreach mix of email blasts, postcard mailings and social media marketing,  coupled with well-received screenings and the resulting surge of word-of-mouth, resulted in:

  • More than 10,000 viewers in some 200 screening rentals at distinguished cultural and educational venues
  • 450 K media impressions
  • Broadcast distribution by American Public Television
  • Domestic and international DVD distribution with PBS

Naturally Obsessed the making of a scientist and screening partners