How we worked with NTU to build on their highly successful Re:search Re:imagined campaign and tell the unique stories of their diverse researchers.
We were asked to celebrate the amazing researchers behind the incredible research at NTU by telling their stories. To put them at the heart of a new video series, so they could tell the world about their research, inspiration, personal journeys and the difference their research makes to people’s lives.
We aimed to change the way people saw research and researchers through powerful storytelling and a strong visual identity that dovetailed with Re:search Re:imagined. After all, research isn’t all about papers and lab coats. University researchers tackle society’s biggest challenges and the questions that really matter!
Together we developed the ‘Re:searchers Re:vealed’ campaign name and an engaging Netflix-style for the videos! We then worked with a group of amazing researchers to understand, craft and tell their fascinating stories in just a couple of minutes. Not an easy task. We focused on grabbing attention at the start and keeping a strong narrative to tell their stories in a compelling way.
So far, a hero video and seven researcher videos have been launched covering a diverse range of issues from breastfeeding, public memory and equality to tackling HIV, protecting local heritage from earthquakes and 3D printing lifelike human organs for surgeons to train on.
The campaign is starting to change the way people look at research and researchers. Paid and organic media has delivered 8 million impressions, generated 44,000 clicks and 39,000 landing page views.
The series has also been picked up by Notts TV. They have shown these videos as a weekly series, as part of their prime time local news programme, followed up by an interview with the researchers in the studio. It’s a brilliant example of how universities can share their research impact with their local community. And more videos will be released soon – watch this space!
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