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.

Follow the story below to see how the communication unfolded. See Telecoupling.com for my work promoting the concept.