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The online laboratory Xplore! communicates science-based information on bio- and gene technology in a fun and entertaining way. The user is assigned the mission of producing fungus-resistant wheat, becoming a researcher in the process. With a sleek look design to appeal to the target group, the edutainment module offers users a perfect environment in which to carry out virtual experiments, answer quiz questions and extend their knowledge in the comprehensive online library. In so doing they can collect points and climb higher in the top scorers’ list – an additional incentive to more intensively explore this heavily debated topic. There is a special, downloadable teachers’ version containing guidelines and practical suggestions. As a PR instrument to increase acceptance among students and interested members of the public, Xplore! is an essential part of BASF’s communication strategy.