University of Nottingham
Company: The University of Nottingham, Nottingham, United Kingdom
Company Description: The University of Nottingham has grown since 1881 to become a respected research-intensive institution. It has 6000 employees and 30000 students at sites in England, Malaysia and now China. In 2005 it became the first institution to establish a full campus inside the People's Republic of China, offering a traditional British higher education in the fast-developing city of Ningbo.
Nomination Category: Interactive Multimedia Categories
Nomination Sub Category: Public Information
Nomination Title: "Test Tube"
1. Date this production was first released:
2. Briefly describe this entry's communications objectives and how it met those objectives (up to 100 words):
It has been up and running since Autumn 2007, and was devised in Spring 2007.
Test Tube can also be found through Facebook and - of course - on You Tube. Our
submission to the International Business Awards is this really novel and buzzy
way of marketing University science and engineering to tomorrow's scientists and
Promoting Science and Higher Education in Nottingham, on behalf of Nottingham
Science City - WWW.TESTTUBE.ORG.UK is being delivered by The University of
www.test-tube.org.uk has successfully and imaginatively promoted science and
engineering to a new generation of potential students. It uses its own
podcasting site at www.test-tube.org.uk, and is also accessed via You Tube,
Facebook, and a multitude of blogging sites worldwide. It is updated constantly
- with new video clips, outakes, doodles, lecturers notes, personal stories and
inspirational biographical detail and testimony.
If you watch it, you will start to like science. You'll see scientists as normal
people. You'll hopefully have a laugh.
And learn lots. Following advertisement in mainstream journalism periodicals,
and an open competition to be declared our Science Media Fellow in Residence,
talented BBC video journalist Brady Haran (an Australian with a real passion for
science) was recruited to bring The University of Nottingham's science and
engineering to life using new multi-media channels.
Coverage was attracted even before the project started, and this is attached -
the news media and marketing press were intrigued by the notion of covering
science so very differently. No boring white coats. No gobbledegook. No dumb
summaries or wild claims. Brady's podcasts have since been incredibly diverse.
The site introduces prospective students to fantastic scientists. The tone of
voice is informal and curious. The filming is edgy, deliberately rough and
ready, and accessible to the camera phone generation.
Viewers can download 'doodles' drawn by the scientist stars as they explain
their work. Current students also feature in the filming.
One fantastic spin-off has been the 'migration' of Test Tube content into
mainstream media outlets. Brady's work at the University has inspired his bosses
at the BBC to run 'Sixty Seconds of Science' on a weekly basis. These pieces can
be accessed at:
http://www. bbc.co. uk / eastmidlandstoday / content/ articl es/2007
The site has been very popular and evaluation is straightforward and clear - web
hits are calculated using Web Trends traffic tools and mainstream media coverage
is calculated using standard AVE/broadcast industry reach and share
calculations. Schools and applicants are steered towards the website.
Test- Tube is open ended, but we've since commissioned Brady to compile a
feature length film for the web. We're using the material for a multi-media
installation at the University of Nottingham's public gallery in Autumn 2008.
3. Provide the applicable creative and production credits for this entry: