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Few things are as quintessential Mexico as spotting a large, lab-coat-wearing mustachioed mascot dancing in the streets. This characterdubbed Dr. Simiis one of Mexicos most recognizable figures. Its life-size version can be found on social media riding a bike, dancing to regional music, breaking Guinness world records, and, on occasion, fighting other mascots like Duolingos Duo. Customized Dr. Simi plushies have made their way onstage with the worlds most celebrated artists, including Dua Lipa, Harry Styles, and Adele, and even into the hands of the late Pope Francis. Adele with Dr. Simi dolls [Photo: X] The playful, and sometimes mischievous, mascot is the face of Farmacias Similares, a chain of pharmacies that offers affordable generic medication to vulnerable communities. Representing more than 9,000 stores across Mexico, Chile, and Colombia, Dr. Simi has become the de facto mascot for much of Central and South America. And now, as Farmacias Similares expands into the United States, the company is hoping its popularity can translate to a new audience. When you go to a pharmacy, you are sick, or you are not feeling well, says Víctor González Herrera, CEO of Grupo por un País Mejor, the pharmacys parent company. Dr. Simi changes your mood, and that’s something that nobody else does. Víctor González Herrera (center, in blue) [Photo: Farmacias Similares] Dr. Simi goes international Farmacias Similares was founded in 1997 by González Herreras father, Víctor González Torres, at a time when generic medication was not available to the public. The pharmacies also included an adjunct doctors officea novelty at the timewhere independent doctors could use their facilities free of charge to provide consultations for a maximum price of $3. In March, Farmacias Similares opened its U.S. headquarters in Austin. The company plans to sell its non-pharmaceutical lines (think vitamins, supplements, and beauty supplies) through online retail stores like Amazon under the name Dr. Simi US. It’s also starting a free telemedicine initiative targeting vulnerable Latin communities in the U.S. The company is currently in negotiations with CVS for physical retail opportunities, and plans to open stores selling their product lines and merchandise in cities with high Latin populations, including New York City, Austin, and Los Angeles. Dr. Simi is part of this international expansion. Entering the U.S. market was always on the companys radar. It was a dream of my dad to go to the United States, González Herrera says. Two previous attempts fell through, but thanks to Dr. Simis virality, it seems the third time’s the charm. It’s exactly the right time to go to the States because of the Dr. Simi phenomenon all over the world, and people know him, and the company became so big and so popular in general, and we have way more awareness of the brand everywhere, he says. [Photo: Farmacias Similares] Oh my God, is that a Simi? When Farmacias Similares first opened, its founder launched an illustration competition for artists to design the mascot, becoming an emblem of the pharmacy. The result: an oversize smiling doctor inspired by Mexican comedian Joaquín Pardavé, whose welcoming and silly attitude represented that of the Mexican people. Farmacias Similares looked for alternative ways to serve its community, disrupting a traditional pharmacy model that offered only medicine. For instance, in the early 2000s, when the price of tortillas skyrocketed due to inflation, the company bought kilos of tortillas from producers at the increased price and then sold them in-store at below-market prices. Greeting customers at the door was Dr. Simi, cementing the mascot and its companys acts of kindness into the living memory of the community. Dr. Simis popularity grew organically. It started at a 2021 music festival in Mexico City during Norwegian singer Auroras concert. A fan threw a plushie version of the mascot onstage that had been customized to look like the artist. This custom quickly became the norm for Mexican audiences. Adele has a collection of hundreds of Simi dolls, and was spotted during her Las Vegas residency running toward a fan saying Oh my God, is that a Simi? Give me that Simi. Harry Styles held up two Simi dolls dressed like him as he danced during his Mexico concert. The plushies are manufactured in Puebla, an east-central state in Mexico, in a factory that employs individuals withdisabilities. According to Bloomberg, the company sells an average of 100,000 plushies per month and donates the proceeds to charity. We had to seize the moment, says Diego Bravo, the companys director of commercial strategy, whose office is full of Dr. Simi plushies, including one sitting in a Buddha pose. Teams ranging from marketing to production gathered to share ideas for capitalizing on the moment while keeping it alive beyond the trend cycle. Farmacias Similares deployed Fabricas de Alegria, small stands at music festivals for concertgoers to customize their plushies, Build-a-Bear style. This activation was also present at the companys stand during SXSW. Additionally, the pharmacy has partnered with Mexican brands and Disney to offer plushies dressed like a Star Wars Jedi, El Chapulín Colorado, and El Chavo del Ocho. [Photo: Farmacias Similares] Creating a lovemark is more than virality Transforming a corporate mascot into a recognizable and beloved icon takes time. Creating a lovemark is not something that happens overnight, Bravo says. It is a series of actions a brand makes to generate a connection between the community and the brand. Once the mascot went viral, Farmacias Similares deployed various publicity stunts, all aiming to bring visibility to the brand and its social service endeavors. When driving near Ecatepec, a mountainous neighborhood in Mexico City, the face of Dr. Simi is plastered on the horizon, with the houses painted different colors like a mosaic to make up the mascots face. Named Colonia Simi, the project received mass media attention, but it went beyond just painting houses. The project remodeled a community center, established solar panels for renewable energy, and planted trees across the neighborhood. The company also created a new storefront called Similandia, an interactive experiential space where merchandise is sold and free arcades and VR experiences teach consumers about Dr. Simis philanthropic projects, like Simiplaneta, an environmental protection initiative. A Similandia store is expected to open in Los Angeles later this year. In 2024 the company launched its first flagship event, Simifest, a music festival in Mexico City where artists Anderson .Paak, the Free Nationals, and others performed alongside a giant astronaut Dr. Simi statue onstage. Interactive engagement included a mascot dance competition. Since expanding from just a pharmacy, ideas for projects come from all over the company, including the CEO himself, Bravo says. The companys philanthropic endeavors have not only cemented its spot in the social fabric of Mexico and the Latin community but also earned parent company Grupo por un País a Nobel Peace Prize nomination. What sets us apart in Mexico, Chile, Colombia, or now in the U.S., is that we create experiences and a connection with our audience, Bravo says. González Herrera adds: It’s very easy for Dr. Simi to attract attention, and when people go investigate through social media . . . they’re going to realize how powerful the brand is. That’s the secret.
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When cities throw out single-family zoning ruleslike Minneapolis did in 2018, or Cambridge, Massachusetts, voted to do this yearthe first new multifamily construction projects on a block often come from developers, not homeowners converting existing dwellings. And no matter how desperately a city needs new housing units, change often happens slowly.In part, thats because even if someone is interested in adding apartments to their own house for extra income, they might not know where to start. But in Toronto, which ditched single-family zoning in 2023, a tool kit makes it easier for citizen developers to understand their options and how much construction might cost.[Image: ReHousing]What we have tried to do is develop some tools to help enable homeowners to be able to rapidly assess what options might be viable or interesting to them on a lot, says Samantha Eby, one of the founders of ReHousing, the nonprofit that designed the tool.On the ReHousing website, you can choose one of the citys 13 common housing types, from a prewar row house to a suburban-style single-family home, and the typical lot shape for each house. Then you can see multiple ways to transform it.[Image: ReHousing]A postwar bungalow, for example, could be split into two main-floor apartments, or it could add a basement apartment or convert the garage. More complicated options include building a backyard cottage, or an addition on the side that helps bring more light into the basement and makes it possible to divide the space into two units. Another design shows how the property owner could tear down the home and build a triplex with similar proportions to the original structure.The designs include some ideas that building owners likely wouldnt have considered. A two-story, semidetached house in downtown Toronto, for example, could potentially add extra space by building a third story on top of the roof. A three-story 19th-century row house with a tiny attic could build a third-story addition on the back to create a spacious top-floor apartment.[Image: ReHousing]The project began as a collaboration between the University of Toronto, an urban design group at the university called Tuf Lab, and the firm LGA Architectural Partners, and then spun off into a new nonprofit. We had an interest in how you introduce density into mature neighborhoods, because no one was really talking about it, says Janna Levitt, a partner at the architecture firm and one of the founders of ReHousing. We were really interested in methodologies of adaptive reuse and renovation, not just new buildings. (LGA has worked on several projects of this type; Levitt and her partner, architect Michael Piper, designed their own multifamily building to live in themselves.)The team studied typical housing types and lot layouts. They also worked with a structural engineer as they considered what alterations would be possible and could fit well into existing neighborhoods. In the first stage of the project, a few years ago, they advised the city as it changed zoning rules. The city now directs homeowners who are considering projects to the ReHousing site.[Image: ReHousing]The tool doesnt provide a final planhomeowners still need to hire architects and engineers. Our goal is really to make them more informed clients, so they know what kind of questions to ask, says Eby. Before someone hires consultants, they can also better understand whats possible. The nonprofit hasnt tracked how many homeowners have used the tool to make changes, though the kit may have helped boost the overall growth of additions in the city. We know that theres been a pretty significant uptake on projects that are being built in the city of Toronto, Eby says.This summer, ReHousing will roll out new features for the tool. The nonprofit analyzed every residential property in the city, so homeowners will soon be able to type in an address and get specific feedback. As someone explores the different design choices, they can also get high-level cost estimates.If this type of adaptation happens widely, it could make a meaningful dent in the citys housing shortage. According to ReHousing, if 30% of single-family homes in Toronto added one unit to their property, around 120,000 new units would be created. Now the nonprofit is in talks with other Canadian cities about expanding the tool to new locations.
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In American culture, importance and attention are often misaligned. This disconnect is one of the greatest challenges we in the STEM world face. Too often, societys most essential stories are drowned out by the drama of the momentpushed aside by the next headline or fleeting scroll. Todays media environment is a relentless battle for attention, which is why, when a cultural moment aligns with science, we must seize it. Elevate it. Share it. Right now, we have just such a moment: the discovery of a new exoplanet reminiscent of Luke Skywalkers home world, the upcoming launch of Andor Season 2, and the arrival of May 4thalso known as National Star Wars Day (a decades-old pun: May the Fourth be with you). Its a rare convergence of science fiction, astronomy, and pop culture. And its also an incredible opportunityto spark imaginations, inspire curiosity, and mobilize the millions who believe in the importance of STEM (science, technology, engineering, and mathematics). Because heres the truth: STEM needs new hooks. We cannot afford to be elitist or ignore the signals that culture is sending. Without making STEM accessible and engaging, we risk losing our competitive edge as a nation. Understanding how media and storytelling work is no longer optionalits a national imperative. The Coolness of the Coincidence Lets start with the exoplanet discovery. Astronomers recently identified a planet orbiting a pair of young brown dwarf stars at an unusual 90-degree tilta real-world echo of Tatooine, Luke Skywalkers fictional home with its iconic twin suns. As the site Phys.org put it: This is a real-life twist on a scene etched into the minds of Star Wars fans. Once again, life imitates art. Aspirational science fiction becomes inspirational science fact. And it couldnt have come at a better time. The discovery coincides with the highly anticipated Andor Season 2 and culminates on May 4, Star Wars Day. Whats remarkable is that Star Wars Day didnt start as a corporate promotion from Lucasfilm or Disney. It began organically, as a grassroots celebration that eventually gained support from the franchise itself. If fans can build a movement around Star Wars Day, imagine what we could do with National STEM Week. A bill is currently pending in Congress, and Im working hard to help it pass. When Culture and the Classroom Work Together We all know the impact a great teacher can have. Scientists like Jocelyn Bell Burnell, Stephen Hawking, and Neil deGrasse Tyson were shaped by mentors who inspired their journeys. But the STEM education crisis is too deep to rely on classrooms alone. Can a nation thrive when only 38% of fourth graders and 22% of 12th graders are proficient in science? We need to activate every source of inspiration we canand science fiction has a proven track record. Science Fiction: The Hidden Engine of Innovation The stories we love often shape the futures we build. For more than a century, science fiction has fueled real-world breakthroughs. Robert Goddard, father of modern rocketry, was inspired by Jules Vernes From the Earth to the Moon. Leó Szilárd, who conceived the nuclear chain reaction, was influenced by H.G. Wellss The World Set Free. Martin Cooper, the inventor of the first portable cellphone, credited Star Treks communicator as the spark that lit his imagination. And today, countless female scientistshighlighted by the Society of Women Engineerscite Star Wars as a defining inspiration. Mobilizing the Public: A 360-degree Strategy In our fractured media landscape, no single message can create change alone. Thats why the movement for STEM must be multifacetedspanning education policy, nonprofit engagement, corporate investment, and yes, pop culture moments like this one. Science fiction and fantasy account for up to 15% of adult fiction salesabout 120 million books. These fans already understand that todays wild ideas often become tomorrows realities. They are an untapped STEM army. If we can rally this communityget sci-fi lovers to pressure leaders at every level to invest in STEMwe could empower a new generation of brilliant minds. Not only to discover the next exoplanets, but to find ways to reach them.
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