Stakeholders
Faculty of Medicine, VPRI
Leadership Communication
Gail Murphy (VPRI), Dermott Kelleher (Dean, Faculty of Medicine), Robin Ciceri (VPER)
Timing
Launched Fall 2023
Summary
This campaign was designed to increase awareness and recognition for UBC’s leadership in biomedical innovation and immuno-engineering as the home to Canada’s Immuno-Engineering and Biomanufacturing Hub (CIEBH) as well as the growing biotech sector in BC.
The Strategy
UBC is home to Canada’s, recently-created, Immuno-Engineering and Biomanufacturing Hub (CIEBH). The hub is bringing together a coalition of partners to accelerate the development and manufacturing of lifesaving medicines for B.C. and Canada. The next stage in the hub’s development is the application for federal funding through various research proposals.
Given UBC’s location, far from the centre of decision making in Ottawa, communication needs to help bridge the awareness gap and build recognition of UBC’s leadership in life sciences and immune-engineering specifically. A large number of proposals are anticipated, and UBC runs the risk of being over-looked in favour of other institutions that are in close physical proximity to decision makers and influencers.
The Solution
Connecting the themes of the biomedical campaign with our concurrent national brand campaign allowed us to better leverage the existing ad spend with the same target market.
The Results
The campaign utilized geo-targeted social media posts as well as digital signage locations at the Ottawa Airport.
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