March Mammal Madness is a science outreach project that, over the course of several weeks in March, reaches hundreds of thousands of people in the United States every year. We combine four approaches to science outreach – gamification, social media platforms, community event(s), and creative products – to run a simulated tournament in which 64 animals compete to become the tournament champion. While the encounters between the animals are hypothetical, the outcomes rely on empirical evidence from the scientific literature. Players select their favored combatants beforehand, and during the tournament scientists translate the academic literature into gripping “play-by-play” narration on social media. To date ~1100 scholarly works, covering almost 400 taxa, have been transformed into science stories. March Mammal Madness is most typically used by high-school educators teaching life sciences, and we estimate that our materials reached ~1% of high-school students in the United States in 2019. Here we document the intentional design, public engagement, and magnitude of reach of the project. We further explain how human psychological and cognitive adaptations for shared experiences, social learning, narrative, and imagery contribute to the widespread use of March Mammal Madness.

Franklin Paine Mall was born into a farming family in Belle Plaine, Iowa, on 28 September 1862. While he attended a local academy, an influential teacher fueled Mall's interest in science. From 1880-1883, he studied medicine at the University of Michigan, attaining his MD degree in 1883. William J. Mayo, who later became a famous surgeon and co-founder of the Mayo Clinic in Rochester, Minnesota, was a classmate of Mall's. Throughout his studies at Michigan, he was influenced by Corydon L. Ford, a professor of anatomy, Victor C. Vaughn, a biochemist and bacteriologist, and Henry Sewall, a physiologist.

Anatomical models have always been a mainstay of descriptive embryology. As the training of embryologists grew in the late 1800s, so too did the need for large-scale teaching models. Embryo wax models, such as those made by Adolf Ziegler and Gustav Born, were popular in the latter part of the nineteenth century and the early twentieth century as a way to visualize, in three dimensions, the fine detail of embryos without the aid of a microscope. While these models were found in many university laboratories, museums of science, and even expositions and world's fairs, they were anything but easy to make or obtain. Wax modeling required skill, patience, and specialized tools. Small laboratories with only one or two embryologists often found the prospect of wax modeling too laborious, too difficult, and too expensive to make the pursuit worthwhile. As an alternative, Susanna Phelps Gage, an embryologist at Cornell University, perfected a technique of using stacks of absorbent blotting paper rather than stacks of wax plates for constructing embryo models. She first demonstrated her blotting paper method to other embryologists at the annual meeting of the Association of American Anatomists in 1905 and later at the International Zoological Congress, held in Boston in August 1907.

As the third director of the Carnegie Institute of Washington s Department of Embryology, George Washington Corner made a number of contributions to the life sciences as well as to administration. Corner was born on 12 December 1889 in Baltimore, Maryland, near the newly established Johns Hopkins University. Although Corner was not exposed to science much in school at a young age, he developed an early appreciation for science through conversations with his father about geography and by looking through the family's National Geographic magazines.

The Carnegie Institution of Washington's (CIW) Embryology Department was opened in 1914 and remains one of six departments in the CIW. The department quickly became, and remains, world renowned for its many embryonic development discoveries. In 1913 Franklin P. Mall, Professor of Anatomy at Johns Hopkins Medical School, applied for a Carnegie grant to support his research with human embryos. Mall had a collection of over 800 human embryo specimens and was at the point of wanting to do more than just collect. He wanted to study normal and abnormal growth and so began categorizing embryos in a scientific fashion. It soon became apparent that Mall would need funding and a research venue. In 1914 Mall not only received a $15,000 grant from Carnegie, but was also made director of the new Department of Embryology at the CIW. With money, new facilities, a fireproof vault for embryo specimens, and Carnegie's name above the institution's door, Mall brought his extensive embryo collection with him and began obtaining hundreds more human embryos to study. Over the next fifty years, the Department of Embryology would collect and permanently store more than 10,000 embryos.

The Marine Biological Laboratory (MBL) was founded in 1888 in Woods Hole, Massachusetts. Woods Hole was already the site for the government 's US Fish Commission Laboratory directed by Spencer Fullerton Baird, and it seemed like the obvious place to add an independent research laboratory that would draw individual scientific investigators along with students and instructors for courses. From the beginning, the lab had the dual mission of teaching and research, and from the beginning leading biologists have found their way to this small village on the "heel" tip of Cape Cod.

As one of the first to work at the Carnegie Institution of Washington Department of Embryology, Warren Harmon Lewis made a number of contributions to the field of embryology. In addition to his experimental discoveries on muscle development and the eye, Lewis also published and revised numerous works of scientific literature, including papers in the Carnegie Contributions to Embryology and five editions of Gray's Anatomy.

Washington University in St. Louis served as the backdrop for many scientific discoveries, including that of nerve growth factor (NGF). Many of the accomplishments in embryology at Washington University can be attributed to the influence of Viktor Hamburger. He served as chair of the zoology department for twenty-five years. One of the few Nobel Prizes given for embryological research was awarded to faculty members Hamburger hired; Rita Levi-Montalcini and Stanley Cohen won for their role in the discovery of nerve growth factor.

The Marine Biological Laboratory (MBL) in Woods Hole, Massachusetts, began in 1888 to offer opportunities for instruction and research in biological topics. For the first few years, this meant that individual investigators had a small lab space upstairs in the one wooden building on campus where students heard their lectures and did their research in a common area downstairs. The lectures for those first years offered an overview of general biology with a focus on zoology, and they were intended for teachers and graduate students interested in acquiring the background for teaching about and/or actually doing laboratory work. As the lab quickly grew, it added sets of lectures that made up courses in zoology, then botany, then physiology, and in 1893 what became the first Embryology Course.

Making Visible Embryos is a 2008 online exhibition of embryos authored and designed by Tatjana Buklijaz and Nick Hopwood who work in the Department of History and Philosophy of Science at the University of Cambridge. Hopwood's research on the history of Ziegler wax models and the use of visual aids to promote the teaching and learning of science is well known.