They learned a long time ago that a pop culture connection is a great way to market a topic that would otherwise sound too complicated or remote.

Naturally, they've made use of the massive fandom surrounding one of the most popular entertainment franchises in history, Star Wars, with their Liberty Awakens campaign, originally launched to coincide with the release of Star Wars: The Force Awakens in 2015. Much like the George Lucas/Disney behemoth itself, however, the campaign has continued to be extremely popular, so recently they launched their latest episode with Prof. Amy Sturgis on "Good and Evil in Star Wars."