Saudi Space Agency

Misfit Toys Communications was honored to serve as the US arm of a global task force promoting the first Saudi Arabian female astronaut's journey into space. This historic mission aimed not only to highlight the astronaut's groundbreaking achievements but also to serve as an inspiring example of females in science, emphasizing the importance of STEM education in schools and its potential as a fortuitous educational and career path for young Saudi women.

Our team, part of a five-country coalition, focused on securing interviews and coverage among top US-based media outlets. We emphasized the astronaut’s first-person experience, her rigorous preparation for the mission, and the broader significance of her journey for women in STEM. This narrative was designed to inspire young females in Saudi Arabia and beyond, showcasing the possibilities that STEM education can unlock.

Misfit Toys Communications successfully secured prominent coverage in major outlets, including the Associated Press, Space.com, CNN.com, The Hill, NowThis News, Quartz, Salon.com, Digital Trends, CBS News, and MSNBC, among others. Our efforts ensured extensive media visibility during the pre-launch and preparation phase, the launch itself, and the fleet's return, effectively keeping the story in the public eye and maintaining momentum throughout the mission.

The campaign in the United States generated over 2,000 pieces of coverage with an estimated reach of 17 billion. This widespread media exposure not only celebrated the astronaut's historic achievement but also significantly advanced the narrative of female empowerment in science and technology, encouraging young Saudi women to pursue careers in STEM fields. Through this successful campaign, Misfit Toys Communications played a crucial role in amplifying the message of inspiration and progress for women in science on a global stage.