As we have probably all guessed by now, the Institute for Human Continuity is a viral campaign designed to generate a huge buzz around the upcoming November 13th movie called 2012.
Ever since I started writing about 2012 (way back in May 2008 with “No Doomsday in 2012“), I’ve been inundated with emails, tweets, comments, even phone calls about the 2012 doomsday phenomena. These messages have ranged from mild curiosity to outright panic. I’ve also had many crackpots trying to convince me that my scientific reasoning is not valid (which it is).
There’s also been a few bonuses, including guest appearances on the outstanding “Apocalypse” episode of Penn & Teller: Bullshit! and most recently, the upcoming Discovery Channel documentary on the same subject.
However, in the run-up to a perfectly timed movie about the “Mayan prophesy,” Sony Pictures kick-started the mother of all viral campaigns in January. The movie 2012 will be a huge event, but basing an entire marketing ploy on fear and disinformation left a lot to be desired. So for the last 10 months, I’ve been busy writing not so much about the bad science being used in these wacky 2012 theories (check out my 2008 “No Doomsday in 2012” series for the science), but about the various advertising campaigns for the movie.
However, up until this point, there’s been little official comment from NASA about all the nonsense that has been stirred up. This seems surprising as most doomsday theories involve butchered astronomical objects, surely the US space agency should take a stance on the whole matter?
Now, NASA astrobiologist Dr David Morrison has gone on the record to say the 2012 doomsday theories are bunk. It turns out that Dr Morrison has also been flooded with messages from people worried that all the hype might be real.
Interestingly, in response to accusations that Sony Pictures’ viral campaign was irresponsible, Sony’s publicity director said, “It is very clear that this site is connected to a fictional movie. This can readily be seen in the logos on the site.”
However, in January when the Institute for Human Continuity went live, indications that the site had anything to do with a fictional movie could only be found if you dug very deep into the well-polished Flash website depicting Planet X causing death and destruction on Earth. I don’t recall any logos.
In an attempt to allay any doomsday phobia in the run-up to November (and for the next 3 years), Dr Morrison has issued a nice guide about every reason why you shouldn’t be concerned about 2012 (and that it’s just a movie).