Careers in Optics Working Group were seeking to promote eye health and raise awareness of careers in optics. High-impact intervention was required to increase the quality and number of students applying to study these courses at university. The Group decided to create a campaign to raise the aspirations of students post-16.
A link between optical illusions and 3D movies proved the ideal springboard for the campaign. Words&Pictures created a 3D film as the climax of an interactive science- and careers-based workshop. The workshops were overseen by optical professionals, who worked with W&P staff to ensure that students got the most out of their workshop. The resulting events were piloted across the UK in areas where optical recruitment was challenging.
Pre- and post-intervention feedback showed that of the 300 students and staff involved in the pilot:
100% ‘agreed’ or ‘strongly agreed’ that the workshop was ‘fun’ and ‘engaging’
77% said they were more aware of the importance of eye health
55% ‘agreed’ or ‘strongly agreed’ that they would recommend Optometry and Optics as a good career choice
100% were able to recall, 7 weeks after the event, which organisations their optical professionals were from
100% of staff said the workshop successfully raised the profile of Science and Optometry/Optics
97% said they would like to participate in more events like the workshop
Words&Pictures has since trained over 100 optical ambassadors – and the multi-award-winning campaign has been rolled out across the UK. The campaign continues to generate high profile press coverage including the TES.