How do you get Michigan to support a university’s campaign for an esoteric science facility? Michigan State University, a reported underdog in the competition for the $550 million Facility for Rare Isotope Beams project, asked Martin Waymire to assist in planning and executing a public support campaign. A leadership coalition, grass-roots activities and aggressive earned-media tactics, coupled with compelling key messages and integrated communications tools, achieved statewide support, congressional backing and drew national attention to the project. The campaign was particularly noted for its “Bring FRIB to our Crib!” slogan. MSU was awarded FRIB in December 2008. Martin Waymire also helped plan the groundbreaking ceremony in 2014.