Two pilots struggle to figure out a simple crossword puzzle clue with no success. If only they knew that frequent flying shrinks your brain...

Once a passer by pushed the button and was sprayed with water, a hidden speaker played one of eight voice-overs. For example: “ACHOO! Did you know that a sneeze can travel 12 feet and hover for 3 hours? It’s true. And gross. But hey! You’ve learned something! Science World. We can explain.”

The TSA was part of a multi-media campaign featuring strange science facts. It generated line-ups and press wherever posted—including Page 2 coverage in the city’s leading newspaper. Since the campaign’s launch, attendance has been up 11 percent–exceeding 525,000. The museum also attracted record financial support from the community.