ESO CASE STUDY

How important is the advancement of astronomical research facilities to the country of Ireland? If you asked one thousand Irish citizens what sectors they think the government should invest in, how many would answer with Irish astronomers in mind?

The European Southern Observatory 

Let’s up the stakes even further. The future of astronomy in Ireland depended on joining a particular organisation, namely the European Southern Observatory. The initial investment? €14 million over five years with a €2 million annual fee thereafter. Now, how much of a priority does this become to the country of Ireland? The answer for many years was resoundingly negative. Ireland was to remain one of the only countries in Western Europe not to be part of the ESO. Even a visit from the director of the ESO, where the benefits of membership were clearly outlined, could not help in coercing the government into action.

This lack of desire to join the ESO was having a serious effect on the future of Science, Technology, Engineering and Maths (STEM) in Ireland. So much so that a group of volunteers approached us with a great challenge. Could we help convince the Irish people and the government that joining the ESO was for the greater good. The group briefed us on the positive aftereffects of joining the ESO. It was clear that membership would be significantly beneficial to our country and we got behind the initiative entirely. Outlining these benefits and making them impossible for the government to ignore, became our mission. The following is how we approached a particularly tricky, and nationally consequential, assignment. 

What is the ESO?

Let us first go back on what exactly is the ESO. The ESO is the European Southern Observatory and has been in existence since 1962. It is Europe’s foremost intergovernmental astronomy organisation and one of the largest centres of advanced astronomy in the world. It is currently building the world’s largest telescope, going live in 2024. There are 15 member states in the ESO. Membership to the ESO gives access to an incredible network of telescopes which creates endless possibilities for research and advancement. 

To create a quick visual, imagine you were in your back garden, studying the night’s sky.  You are doing this by pointing your flashlight directly upwards. Of course, the light from one flashlight would only cover a very small area. How far you could progress with your studies would be very limited. Now, imagine joining up with 15 other enthusiastic sky surveyors. Together, spread distances apart, you shine your flashlights skywards. Of course, the glaringly obvious benefit is that the light from 15 flashlights is much greater. It would create a whole new picture of the sky for you. Aside from that, there would be endless possibilities for collaborations with the other members, collaborating ideas, past findings and resources. Of course, this is grossly oversimplifying things. Nonetheless, we hope it somewhat represents the immense possibilities for Ireland in joining a larger body. 

The final detail, which put even more urgency on this challenge, was that the cost of membership was based on the country’s GDP. With Ireland’s GDP rising rapidly, this meant that the cost of joining was about to increase. The window of opportunity was closing fast.

The Campaign – Time To Join The ESO

Joining the ESO is something that means a huge amount to a niche group of people. This does not make it any less important but it does make it easier for the government to ignore. In our approach to this task, we knew we needed to make it relevant to a much larger audience. We had to make ourselves heard and put pressure on the government to make a move. TIMETOJOIN was the volunteer driven group created that would lead the charge to be heard.

Our approach to this campaign included elements of web, social, support building, lobbying, and public relations. 

The first step we took was building a support network. The noise created by a niche group of astronomers can easily be blocked out. A niche group, backed by the most influential leaders in the STEM industry, as well as the biggest educational institutions and tech organisations, is a lot more difficult to ignore. TIMETOJOIN harboured support from every university in Ireland. We knew that joining ESO played a massive role in the future of university students. Without joining the ESO, the development of scientific students would be stunted. They would not have the same access to cutting edge technologies. Nor would they have the immense volume of data or the platform on which they could advance their skills. The move to join the ESO was one for the academic population of Ireland. Winning the support of academia in Ireland was one of our first major successes in the campaign. Having the backing of these institutions was to play a vital role. 

Through TIMETOJOIN we also got the backing of some of the biggest organisations in the STEM space. Some of the organisations that we managed to get involved included IBM, Openet, Sensl and NASA. To house this incredible support we created a beautifully illustrative website that showcased what TIMETOJOIN campaign was all about. The website listed all supporters of the initiative. The combination of universities, powerful organisations as well as quotes from influential leaders reinforced the messaging of the campaign. This movement was not simply for the benefit of a niche group but an entire country. 

Letter to the Tanaiste of Ireland 

After winning the backing of major organisations and institutions spanning multiple industries, we then set about bringing the issue to the mainstream. We reached out to a network of scientific journalists and other influencers. Our PR campaign was based around the benefits of joining the ESO. We knew our messaging in the PR campaign had to be relevant to the public. There were a few key points we shone a light on. There was the repercussions to the students of Ireland of not joining the ESO. The unattractive prospect of falling behind the rest of Europe in terms of science and innovation. There was also a big financial kicker. Every euro invested in space technology usually turns out to produce 6-7 euros in overall economic return. Finally, the PR campaign would reference a letter. A letter that would have a huge bearing on the campaign’s outcome. 

That letter was one meticulously crafted on behalf of 30 CEOs in the Irish tech industry. 30 CEOs that wished for Ireland to be sitting at the top table, among the world leaders in astronomical research. 30 CEOs that would end all doubt that this campaign was for anything other that the greater good of the country. The letter was sent to the Tanaiste, Frances Fitzgerald and Education Minister, Richard Bruton. The letter highlighted the need to join the ESO. It demonstrated the financial incentives and opportunities it would bring. It also outlined the dire consequences of remaining an outcast. 

The PR campaign was a remarkable success. The letter brought huge attention to the TIMETOJOIN movement. The story was covered online on some of the biggest players in mainstream media including RTE, Silicon Republic, Business World, and Tech News. Thanks to a boldly crafted Twitter campaign, the hashtag #timetojoin gained support across Ireland. The execution, given the huge number of moving parts, was spectacular and immensely rewarding. 

This campaign allowed us to showcase many of our areas of expertise. It encompassed elements of lobbying, social media strategising, website construction, public relations, and much more. It also allowed us to work with some truly inspirational individuals and organisations. Most importantly, through this campaign we managed to bring a long ignored issue to the forefront of the political agenda. Of course, this was not a one player mission. The support of every organisation played a role. Notwithstanding that, the tremendous passion demonstrated by the volunteer astronomy group was pivotal to the campaign’s success. 

And just how successful was the campaign? 

In 2018, Ireland became the 16th member of the ESO. An incredible victory, not just for a niche group of astronomers, but the greater good of the country. One of our proudest moments in business to date.