The future of British science was in danger. Primary school kids were learning less science than ever. Their teachers were anxious about teaching it, with only 1 in 10 having a science degree. Instead of the obvious approach – a staffroom poster campaign championing science – we took a braver route. We decided not to mention the thing they were scared of: science. Instead, we created a brand, Explorify: a programme of classroom activities to spark kids’ curiosity about the world around them. It was science in disguise. With 13,000 teachers already signed up, it’s transforming learning across the UK.