The Institute of Biomedical Scientists (IBMS) want to educate the next generation about possible careers in Biomedical Science.
But whilst only HCPC registered biomedical scientists can work in the UK, the multiple routes to becoming registered via an accredited path can be confusing.
The need was to bring to life the different routes to registration, with unambiguous information regarding what is involved along the way, and the impacts of the different routes clearly explained so that students could make informed decisions.
During the discovery stage, we simplified the routes to registration, taking a complex career route map and simplifying it into the most minimal form and shortest word count possible, without compromising the key messages or subtleties of differentiation between routes to registration that were needed.
I know what you’re thinking: That’s easy for us to say.
In partnership with the client we considered a host of approaches to convery this content to the audience, and concluded that the greatest opportunities lay in a hybrid approach of face to face and digital, with one supporting the other.
Materials would be developed to support school outreach work and career fairs, alongside social media content, both of which would point to a digital hub of information, the home of the campaign, the information nest, the middle of the pizza.
That’s right : A microsite, which for SEO reasons and general good practice we called “Become a biomedical scientist”.
We developed a stylish route to registration road map in the style of a retro computer game, designed to appeal to the target 16-21 age group.
Each of the separate routes had a different identity and biomedical character assigned to that route to help the user differentiate them.
The route map looked vibrant and attractive. Teenagers might even say it had ‘riz’.
The route map became the hero content around which we created:
A microsite where we coded a playful animated diagonal scrolling effect in order to increase engagement and user experience.
A series of ‘influencer’ style videos, one for each of the 4 routes to registration, which were hosted on the microsite.
Social media content to point to the microsite.
Booth design for IBMS when exhibiting at careers fairs.
Event materials including team t-shirts, leaflets, merch!
We devised and activated a social campaign across multiple channels (TikTok, Meta and Youtube) including organic and paid.
" it has always been a pleasure working with such talented partners, who continue to bring our vision to life"