Taking a scientific concept mainstream

Telecoupling is a new modeling framework for sustainability research. It's a way for natural and social scientists to understand and generate information to paint a true, dynamic picture of how the world works. Telecoupling is a tool to understand the global impact of big events like climate change and natural disasters, to daily occurrences like trade, tourism and pollution spread.

Communication goal: Take  this complex tool from being a "new word" to a concept lauded as one of the hottest scientific ideas in the field. Here's how communication helps move the evolution of an idea:

The Storify compilation below helps stakeholders understand how communication is helping telecoupling gain traction both in the scientific world, and as a key part of the center's and university's mission.
Of particular note:
Big media:

Buzz on Twitter:

Growing scientific distinction:
Being named "best paper" by Ecology and Society and gaining the status of "Highly cited" by Web of Science metrics.

See Telecoupling.com for my work promoting the concept.