American Association for the Advancement of Science (AAAS)

Cheers to science! And to every mind that fuels it.

From lifesaving medical breakthroughs to climate solutions and evidence-based policymaking, science continues to move us forward – even in the face of deep challenges.

When you join AAAS as a Silver member, you’re helping advance science, engineering, and innovation for the benefit of all.

And as a thank you, you’ll receive our limited-edition Cheers to Science YETI tumbler, a daily reminder to celebrate and advocate for science.

Your membership also includes Science magazine (50 issues), weekly policy alerts, exclusive content, and access to a global community committed to making science work for everyone.

Claim your free YETI while supplies last! And let’s raise a glass to what we can achieve together.

Smart looks good on you. Join AAAS by 11:59 p.m. tonight and claim your exclusive tote featuring iconic Science magazine covers.

It’s giving data-loving. It’s giving PhD in bag fashion. It’s giving Einstein with groceries.

This is what being informed looks like. But this free tote is only available for a limited time — so become a member today and you’ll also unlock:

  50 digital issues of Science
Unlimited access to 140+ years of archives
Breaking news, science policy alerts, & exclusive member content

Whether you're in the lab, the library, or your favorite lunch spot — carry science with you.

But don’t wait! This slay-for-science tote is going fast and won’t be printed again.

Join AAAS. Get the tote. Because smart looks good on YOU.

Client:

AAAS

The Challenge:

AAAS has a Fox News problem. Fox News did several segments on AAAS, framing them as a diversity activist group posing as a scientific organization. But they’ve been around since 1848, and “science for the benefit of all” has always been AAAS’s focus. They wanted to maintain their DEI programs and widespread reach without giving more digital fodder to the online right-wing ecosystem.

My Thinking:

So let’s do merch! AAAS’s previous merch and membership premiums had been relatively safe—mainly just the organization name. Our team came up with a bunch of fun sciency ideas, and they took off. The Yeti tumbler sold out in days, and they had to reprint the Science magazine tote twice. We’re now working to create evergreen campaigns to expand the offerings and make these a permanent part of their website. After initially losing members they are gaining them.