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You Can’t Make Science Any Cooler

Designer Geoffrey Beene LLC is leveraging its iconic status in the men’s fashion world to help elevate the status of science among students. The Smart Set blog points out that Geoffrey Beene’s philanthropic arm unveiled a new ad campaign in the June issue of GQ magazine featuring photos of high-profile rock stars getting down with leading scientific authorities.

The campaign, called Rock Stars of Science, aims to increase support for public research funding, particularly for Alzheimer’s research, a continuing concern of the Geoffrey Beene Gives Back philanthropy. But the campaign also promotes awareness of research issues and seeks to improve the image of science among students. The Rock Stars of Science site plans to add an online petition and allow visitors to nominate future Rock Stars of Science.

The spread in GQ leads off with Francis S. Collins, former director of the Human Genome Project at NIH and Harvard neurology/genetics professor Rudy Tanzi (both in shades), along with Aerosmith’s lead guitarist Joe Perry. And don’t miss the Black Eyed Peas’ Will.I.Am getting rhythmic with Ron Petersen of the Mayo Clinic, Steven Dekosky of University of Virginia, and Sam Gandy of the Mount Sinai School of Medicine.

My favorite: Harold Varmus, president of Memorial Sloan-Kettering Cancer Center and Anthony Fauci, Director of the National Institute of Allergies and Infectious Diseases, accompanied on guitar by Grammy Award winner Sheryl Crow.

Combining a high profile in the fashion world with the cause of science is nothing new. L’Oréal Paris has joined with UNESCO since 1998 to highlight the contributions of women scientists and encourage other women to join their ranks. Disclosure: The company sponsors a booklet on young women in science now on the Science Careers Web site.

Hat tip: Ric Weibl, AAAS.

[Updated 29 May 2009]

One comment on “You Can’t Make Science Any Cooler”

  1. Jane Sendrich says:

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