In just one year, Anna Sitnik, PR Director of Samara University, has proven that science is about a genuine love for one’s craft and—in the best possible sense of the word—true obsession! How did she achieve this? Together with her team, she produced the large-scale media project "Obsessed with Science" (Oderzhimy Naukoy). This comprehensive initiative includes a documentary series about scientists, audio and video podcasts, and dozens of professional interviews. In total, the media project has garnered an impressive 11.6 million views and won the regional stage of the prestigious "Silver Archer" PR award. And Anna Sitnik has no intention of stopping there.
— The "Obsessed with Science" project seems like an attempt to break the stereotype of a scientist as a person in a lab coat holding a test tube. What image of a researcher are you projecting today?
— We wanted to show that scientists are ordinary people, and each of them has their own unique path. By the way, a journey into science isn't always the story of a typical "nerd" who got straight A’s from first grade all the way through university. Sometimes, someone might have been a C-student who later got their act together and discovered a passion for science. And that changed everything! Many of our heroes experienced fascinating turning points in their lives, and we wanted to reveal them from multiple angles so that the audience would fall in love with them, just as we did.
— Why do you think we so rarely see people from the world of science in the media? Is it because their complete obsession with their work leaves no time for personal blogs?
— I wouldn’t say that’s the main reason. Perhaps not everyone is interested in science, and not everyone reads scientific news. Although the media does write about scientists and their research quite often, the personality behind the research frequently remains off-camera. Many scientists are non-public figures, and it is genuinely difficult for them to be in the spotlight. Furthermore, running a blog is a separate job that is hard to combine with rigorous scientific activity. However, some do get a taste for it and eagerly agree to participate in various media projects. Incidentally, after the release of our "Obsessed with Science" series, a documentary film studio approached me, expressing a desire to shoot full-length films about our scientists. I think that is fantastic!
— Explaining science in universally accessible language is a tall order. How do you manage to do it? Is there a secret?
— I always review the materials before they go on air or are published, and every time, I put myself in the shoes of an ordinary person who will watch, listen to, or read our content. You have to be absolutely sure that the viewer will understand everything and grasp the essence of what we are explaining. Additionally, we try to weave in current agendas and touch upon topics that truly concern people—here and now.
— If you hadn’t tied your life to the university and science, what do you think you would be doing?
— It’s hard to say. I worked in political PR for about 18 years and only came to the university in 2020. The unique environment of the university has given me so much. It is an intellectual, tactful, and supportive atmosphere, filled with people who are open to everything new. Right now, I cannot see myself anywhere else. This is the best possible job for me at this stage of my life.
— Was there someone in your life who ignited that spark of interest in science?
— Samara University is my alma mater! I studied here at the Faculty of Philology, and now I am in the master’s program in Sociology. I am currently writing my thesis and plan to apply for a PhD. Therefore, I am deeply inspired right now by my scientific supervisor, Anna Semenovna Gotlib—a professor, Doctor of Sociological Sciences, and a scholar who has authored numerous sociology textbooks used by students not only at Samara University but across the country. Thanks in part to her efforts, Samara University’s Sociology program has entered the top 20 in the RAEX subject ranking. Anna Semenovna is incredibly energetic; she simultaneously inspires you, helps you move forward, and constantly makes me realize how much more there is to learn!
— In your view, what does it mean to be "obsessed with science"?
— Being obsessed with science means possessing a unique integrity of mind. Such people proactively take on challenges, yet they bear unconditional responsibility for every step they take. They know how to manage their time, select the right tools for any goal, and forecast results. In essence, these are people who harmoniously combine the gift of a researcher, the talent of a communicator, and rigorous self-discipline.
— Your shared history with this project—how did it all begin?
— Every year, my team at the University’s Public Relations Center gathers to discuss which projects we can launch in the coming year. It is quite a difficult process because, beyond generating the idea, we must immediately determine the path to its realization, including the funding source.
The "Obsessed with Science" project received support from the Russian Ministry of Science and Higher Education. We applied for the grant competition in March 2025 and won. Even then, it was clear that due to limited time and resources, this project would require a certain level of "obsession" from us—complete immersion and work without breaks or weekends. Moreover, we initially decided to bet on quality. We didn’t just want to produce a lot of diverse content (a series about young scientists, audio podcasts, long-reads, interviews, posts, vertical videos); we strived to maintain a high standard in every single format.
— In February, the project won the "Silver Archer – Samara" competition and made the shortlist for the federal "Silver Archer" award. How significant is this for the project?
— The "Silver Archer" award unites the professional community of PR specialists in the region. It is the only platform that helps us exchange case studies and talk about our projects. Essentially, it is recognition from the professional community, as the jury members are also PR professionals and journalists who understand exactly how difficult it is to implement such projects. Receiving such high praise is, of course, incredibly gratifying!
— I understand that over six months, the original content created by you and your team was viewed 11.6 million times. Did reality match your expectations?
— Any grant project requires achieving certain quantitative metrics, and our target was four million views. We decided to focus on online promotion, but we encountered challenges due to mobile internet restrictions in Samara and the wider region. Because of this, effective digital promotion was difficult, as people simply couldn’t watch our content without limitations. We had to urgently change our strategy and seek help from the media to act as partners in achieving our goals. Furthermore, we managed to promote the project in other regions: we identified scientists in our network who were born and raised, for example, in Ulyanovsk, and we shared their achievements with the Ulyanovsk regional media. Thanks to this support, we accumulated a total of 11.6 million content views. The total reach was even higher—147 million people!
— At the start of the project, there were surely ideas that didn’t make it to realization. Which ones would you really like to bring to life in the future?
— There are things we couldn’t quite perfect due to a lack of time. I would love to pay more attention to collaborations with small and medium-sized businesses. For instance, in partnership with a local coffee shop chain in Samara, we organized an exhibition of scientific illustrations and invented a coffee cocktail called the "Photon Computer." This way, we promoted "Obsessed with Science" not only online but also in popular city spots.
— And what are your plans moving forward?
— We have thoughts on developing the project further. The difference is that now we will do it using our own funds and, perhaps, by attracting external partners. Samara University implements many educational outreach projects, and we never abandon them. Therefore, we will certainly continue to develop "Obsessed with Science," producing video and audio podcasts, interviews, long-reads—and more!
— Samara University is a powerful base, but haven’t you wanted to step outside the university walls to find "obsessed" individuals in other institutions across the region?
— You could say we are already doing that. We invite not only our own scientists, students, and alumni to our podcasts, but also people from other universities. So, we will definitely continue to develop this direction. Especially if a person has a brilliant topic that lies at the intersection of our shared interests, we will absolutely invite them to participate in the project.
— Do you think science can become a part of the city’s leisure activities and the daily life of Samara residents?
— It can—and it should! Because people have a genuine need to learn new things. Many of our professors and scientists step outside the university to give lectures in various public spaces—at the "Stankozavod" creative cluster, in libraries, in museums, and in many other places.
— Which spots in the city could become "scientific" venues, besides the university?
— I really want to see creative clusters, museums, and galleries actively develop in our city. There aren’t that many of them at the moment: the Samara branch of the Tretyakov Gallery, the recently opened Victoria Gallery, the "Russia – My History" museum, and the "Samara Space" museum. Our speakers visit all these places and present to guests. It is no coincidence that "Science Slams" are usually held in bars. An informal atmosphere helps people relax and not feel shy about asking the questions that interest them.
— Finally: what have you personally discovered in people while working on the "Obsessed with Science" project?
— Thanks to this project, I discovered the people behind the titles. Like many, I knew most of our scientists exclusively through their work and research. But by communicating with them for "Obsessed with Science," I got to know them from a completely different, human perspective!
It was an extremely interesting experience from a professional standpoint as well—when you are not only creating content, but also developing a media plan for its promotion, seeking collaboration opportunities with the media, city structures, government bodies, and educational institutions. Ultimately, it is this complexity and diversity of tasks that shapes the cohesive image of a project and ensures its successful realization.
Photo: Adelya Kalimullina
Source: www.sobaka.ru
