Name Our Ship

Objective

NERC launched a public naming campaign for a new £200 million polar research vessel to democratize decision-making in science and make climate research feel open and engaging to broader audiences. The initiative aimed to build public connection and enthusiasm around Arctic research by inviting the public to suggest and vote on names for the ship.

Solution

The #NameOurShip platform invited public submissions for the ship's name through a web-based interface designed by Everglow, featuring video content and social integration. All suggestions went through a moderation system to manage quality. The campaign ran for three weeks with submissions closing on April 16, 2016. When 'Boaty McBoatface' overwhelmingly won with 124,109 votes, NERC pragmatically compromised: the research vessel was officially named RRS Sir David Attenborough, while the remotely operated submersible was named after the public favorite, giving the community's choice a lasting legacy.

Results

The #NameOurShip campaign generated over 14,000 name submissions within the first eight hours and 30,000+ total submissions, resulting in 2.3 million page views. The campaign achieved 23 million social media mentions at peak and reached 250 million people on social media, trending simultaneously across the UK, USA, and Australia.