Project Overview
Black in Marine Science (BIMS) is a nonprofit organization founded by Dr. Tiara Moore to promote and celebrate the contributions of Black marine scientists and increase diversity in the field. The organization was born out of Dr. Moore’s vision to amplify Black voices, foster community engagement, and create opportunities for Black students and professionals in marine science.
Since its inception, BIMS has grown to include over 350 members across 31 countries, engaging in research, advocacy, and community programs that promote environmental science, ocean literacy, and racial equity. The organization’s programs focus on everything from cutting-edge research, such as environmental DNA (eDNA) and ocean AI, to engaging the next generation of scientists through initiatives like the BioBlitz and PADI Scuba certifications.
Dr. Tiara Moore is the Founder and Chief Executive Officer of BIMS. She has a B.S. in Biology from Winthrop University, an M.S. in Biology with a concentration in Environmental Science from Hampton University, earned her Ph.D. in Biology from the University of California Los Angeles (UCLA), and conducted postdoctoral research at both the University of Washington and The Nature Conservancy.
In 2020, Dr. Moore created #BlackinMarineScienceWeek to celebrate the contributions of past and current Black marine scientists, deepen understanding of climate change and ocean literacy, and connect Black marine scientists around the world. Since then, the group has grown rapidly from a week of activities to a robust 501(c)(3) nonprofit organization with full-time staff, a board of directors, and over 350 members representing 31 countries.
Dr. Moore is currently a Principal Investigator or Co-Principal Investigator on over $8 million in National Science Foundation research grants. Her research projects focus on upstream and downstream communities to better understand the impacts of nutrient pollution through the development of an online data platform and documentary, the establishment of the BIMS Institute to increase racial equity in marine science, and the formation of the BIMS Tidal Wave to increase travel support and professional development opportunities for scientific conferences.
Dr. Moore was recently featured in Vogue Magazine for her expert opinion on the state of the ocean for World Ocean Day. She was also selected as the June Sea Hero for SCUBA Diving Magazine. She was a 2020 recipient of the Black Voices for Black Justice Fund Award. She is also featured in both the Google Arts and Culture online platform and the California Academy of Sciences as a leading Queer Black woman in STEM. Most recently, Dr. Moore was awarded the Coastal and Estuarine Research Federation, Diversity, Equity, Inclusion, and Justice Champion Award.
The Problem
While BIMS was gaining momentum in the marine science and environmental space, it was clear that Dr. Moore and her team needed to build their media presence to spread the organization’s mission, showcase their unique programs, and establish thought leadership in the field. The goal was to take control of their own narrative and gain media coverage to position BIMS and Dr. Moore as pioneers in marine science, particularly in promoting diversity and inclusion. With so many initiatives underway — from groundbreaking research to community outreach and education — BIMS faced the challenge of narrowing down its messaging to focus on the most impactful stories.
Additionally, Dr. Moore wanted to highlight the organization’s innovative programs while emphasizing their commitment to environmental issues affecting marginalized coastal communities. However, the larger challenge was securing coverage in more prominent outlets.
The Strategy
Our media relations strategy focused on several key areas to meet BIMS’s goals and drive brand awareness. We first started with smaller, niche publications like Seattle Medium to secure larger media placements, which helped us build BIMS’s media resume and demonstrate their expertise and credibility.
Next, we leveraged BIMS’s partnerships with local organizations, particularly for events like the BioBlitz, to garner local media coverage. In doing so, we created an authentic narrative that resonated with audiences and showed the tangible impact BIMS was making in their community.
Dr. Moore’s expertise and personal journey as a queer Black woman in STEM were essential in securing interviews with outlets focused on diversity and LGBTQIA+ topics. Additionally, we tied BIMS’s message to cultural trends, such as Disney’s casting of a Black Ariel, to keep their messaging relevant and timely.
Furthermore, we emphasized BIMS’s groundbreaking work in ocean AI and environmental DNA research, as well as the community impact through educational programs like PADI Scuba certification and partnerships with local scientific institutions. Dr. Moore and her team were also positioned as experts on a variety of marine science topics, such as reef-safe sunscreens, fish sleep patterns, and other ocean-related phenomena. This positioning led to notable media wins, including features in MSN, where BIMS’s scientific insights were highlighted in broader environmental discussions.
Overall, this strategy helped elevate BIMS’s visibility, positioning them as leaders in marine science and diversity in STEM.
Business Impact (Results)
One key takeaway from this campaign was the power of community-driven storytelling. By focusing on local events and organizations, BIMS was able to authentically engage the public and create media coverage that felt personal and relevant.
Early on, it became clear to our team that positioning the client’s unique story — particularly Dr. Moore’s personal journey and commitment to diversity — was essential in creating media opportunities in niche outlets. Additionally, connecting to relevant cultural moments helped BIMS resonate with a broader audience, proving that even scientific and environmental issues can be communicated effectively through popular culture.
Overall, the results of this media relations campaign were exceptional, leading to national and global recognition for Dr. Tiara Moore and BIMS. Within just a few months, the organization received over 900 pieces of media coverage, spanning local outlets to top-tier publications.
With an audience reach of over 4.6 billion, the campaign generated an estimated 13.5 million views and resulted in more than 9,000 engagements with their articles. Notable media mentions included Wavy, AFAR, Yahoo!, Afrotech, and Disney+, among others, which significantly contributed to BIMS’s growing reputation and influence and solidified Dr. Moore’s position as a leading expert in marine science and a trailblazer for diversity in STEM.
Moreover, BIMS’s events, including BioBlitz events, became media touchpoints that resulted in ongoing partnerships and collaborations with organizations like Hampton University, Virginia Aquarium, and Chesapeake Bay Foundation. These partnerships continue to drive community engagement, scientific advancement, and environmental advocacy.
Tags: technology, thought leadership
