Background
In the spring of 2024, Olpha — a pharmaceutical company committed to social responsibility — approached us with a challenge that was as symbolic as it was strategic. Their scholarship programme, “Starp mums ir ķīmija” (“Chemistry Between Us”), was entering its third round. The initiative offers €3,000 scholarships to young teachers and students of chemistry, biology, and mathematics, with the aim of reinforcing interest in science education and celebrating those who choose to teach.
While awareness of the programme was growing steadily with applications rising from 37 in the first round to 55 in the latest, the client wanted to strengthen public connection with the campaign and reach new audiences. They needed a creative, highly visible public activation to deepen emotional resonance and media relevance, one that would inspire not just clicks, but heartfelt responses.
The Challenge
We were asked to implement this project on short notice with the event date locked in as April 15th, just before the Easter break. That timing posed a clear challenge: fewer people in town, less media attention, and greater pressure to make every detail count. On top of that, the location selected — directly in front of Latvia’s Cabinet of Ministers — required sensitive handling, formal permission, and thoughtful messaging. Still, we knew that if executed right, the setting could add strong symbolic weight and help elevate the activation into a true national moment.
The Concept
The client’s idea was simple but deeply human: to recreate a chemistry classroom in the heart of the city. A school desk and chair, beakers, flasks, aged textbooks, and a chalkboard were all arranged to evoke a sense of memory, learning, and gratitude. Passers-by were invited to step into the scene, write a short message to a teacher who had changed their life, and speak it aloud on camera.
The set wasn’t just a visual curiosity, it was a space for reflection. As messages filled the board and the camera captured faces and voices, it became clear that something small but powerful was happening: people were reconnecting with their own educational journeys.
Our Role
MSL Baltics was responsible for the full execution of the project. We handled all logistics, including securing permission to stage the installation in a high-security area. We developed the outreach strategy, prepared and distributed a tailored press release, and invited media representatives to attend and cover the activation.
We also managed on-site coordination, ensured a smooth and engaging experience for participants, and oversaw the video content capture that would later be used across social media. Despite the tight timeline and less-than-ideal calendar slot, our team delivered a seamless rollout.
Unexpected Momentum
One of the most impactful moments came when the Minister of Economics of Latvia — the official patron of the scholarship programme — participated in the activation, offering his own message of thanks to the teachers who shaped his path. His presence lent the campaign immediate credibility and drew significant media interest.
Even more unexpectedly, the Minister of Foreign Affairs joined in as well. Her spontaneous participation amplified attention and helped transform a small, symbolic event into a broader civic statement, one that bridged government, education, and public life.
Results
The messages captured during the installation were compiled into a short social media video, which quickly gained traction online. The video reached nearly 20,000 people on Facebook, while a supporting post about the event drew over 1,400 views. Press coverage followed thanks both to proactive outreach in advance of the event and the high-profile participation on the day itself.
Though we would never claim sole credit for the rising number of scholarship applicants, it’s clear that this activation played a reinforcing role in keeping the programme visible, meaningful, and emotionally engaging. From the first round to the third, interest has grown and the conversation has deepened.
Reflection
This project demonstrated how, even under pressure and with logistical constraints, a strong concept grounded in emotion and symbolism can have genuine impact. The installation was not a spectacle, but a quiet invitation to pause, to remember, to thank. And in doing so, it gave the “Chemistry Between Us” campaign not just another media moment, but a moment of human connection.
By bridging the distance between the government square and the school classroom, between citizens and ministers, between science and story, we helped turn a scholarship programme into something more: a cultural gesture of gratitude.
Because between us all, there really is chemistry.
Images: Kristaps Hercs