The project targeted various groups, including students and teachers, but especially focused on ‘hard-to-reach’ people – those who are not interested in science, are not usual visitors to science centres or museums, or are not readers of science-related materials. To reach this group, a large number and variety of locations and events were covered (zoos, libraries, city squares, shopping malls, community centres, university campuses, festivals, sports events, art performances) at different times of the day and of the year, in different cities, areas and countries throughout Europe.