client:
Research Nova Scotia, an independent, not-for-profit corporation with the mandate to support, organize and co-ordinate the funding of research in Nova Scotia.
““If we don’t work through community-based engagement to solve those problems over time, then it’s not going to matter how good the research is, and we might as well not do it.””
Problem:
Nova Scotia’s researchers are conducting groundbreaking work with global significance, yet these stories often struggle to reach beyond academic circles. How can complex research connect with audiences outside the academic sphere?
Research Nova Scotia had incredible stories to tell but needed a strategic approach to reach the right audience. Podstarter was brought on board to create a campaign that would amplify the voices, aspirations, and achievements of these remarkable researchers, engaging the broader public in their work.
Solution:
“The story beyond the research.” Behind every complex research project lies a global challenge being addressed by dedicated, passionate individuals. We crafted this emotional entry point to reshape the narrative, building relatable themes that resonate with non-academic audiences and make research stories more accessible.
We re-launched the podcast ‘Beyond Research’ a podcast led strategy, generating hours of discussion and the opportunity to re-purpose the podcast content for social and digital platforms. From groundbreaking discoveries to transformative outcomes for end users, every piece of research carried a human story waiting to be uncovered.
Outcome:
Beyond Research achieved remarkable success, propelling provincial research stories into the spotlight and securing a top 10 spot among Science shows on Apple Podcasts (July 2021). It outperformed prominent programs like CBC’s Quirks and Quarks and Gimlet’s Science VS, a testament to its compelling content and strategic delivery.
The podcast resonated with audiences across Canada, achieving high engagement and extensive reach. Its performance was particularly strong in Nova Scotia, Ontario, and British Columbia, demonstrating the widespread appeal of local research stories when presented in an engaging and relatable format.
“So informative and each episode is so diverse with its content, look forward to every new episode.”
“Love listening to your podcast. I learn something new every time I tune in.”