#GIVEASHIT for Science

Building the world’s first and largest poop image database.

Challenge + Strategy

Microbial sciences company Seed partnered with auggi (an A.I. platform out of MIT’s IDEA2 Incubator) to launch its debut citizen science initiative: building the world’s first and largest poop image database. Patients with gut conditions are often asked by their physicians to manually track how their stool consistency and color change over time, but these traditional methods are burdensome and inconsistent. Academic researchers need better tools and data to understand human biology as it relates to gut health.

While Seed Health’s products are based on cutting edge scientific research, this campaign was targeted at a mainstream audience and was meant to be fun, accessible and playful.

Execution + Results

Our outreach drove coverage from from 30+ news outlets including CNN, NBC Mach, The Verge and Gizmodo. The campaign attracted thousands of submissions of stool during launch week. As a crowning achievement, Fast Company recognized #giveashit as the winner in the Creativity category in its 2020 World Changing Ideas.

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Seed Health is a microbial sciences company harnessing the vast potential of microbes to improve human and environmental health. Seed is working to address some of the most pressing and pervasive conditions for which microbes can be the primary standard of care, including recurring UTIs, STIs and food allergies. Through its unique foundry model, Seed Health identifies breakthrough microbial research and accelerates it into a portfolio of live biotherapeutics.

Grab the full case study:

Download PDF

Seed Health is a microbial sciences company harnessing the vast potential of microbes to improve human and environmental health. Seed is working to address some of the most pressing and pervasive conditions for which microbes can be the primary standard of care, including recurring UTIs, STIs and food allergies. Through its unique foundry model, Seed Health identifies breakthrough microbial research and accelerates it into a portfolio of live biotherapeutics.

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