Future Morph

The Science Council launched Future Morph, the Careers from Science campaign, to show young people and their influencers some of the amazing and unexpected places that studying STEM subjects (science, technology, engineering and maths) can take them. The ultimate goal was to address the widening STEM skills gap in the UK. The campaign needed to appeal to 11 to 16-year-olds, a visually sophisticated target audience that is bombarded with careers materials on a daily basis. Our challenge was to stand out in the crowd – to be heard above the usual careers noise.

From the very earliest stages of the campaign, we worked with the Science Council team, carrying out both desk research and focus groups with young people. The key finding from the research was that rather than portraying the stereotypical image of the mad male scientist in a white lab coat, we needed to show young people that science is all around them, found in everything from everyday objects through to unexpected career choices.

Over the course of the campaign, we have designed and produced: classroom resources, large format exhibition displays, careers exhibition activities and promotional literature.

“Sue and her team have helped us maintain the freshness of our Future Morph brand and adapt it to produce a wide range of materials to engage an audience that spans 11 year olds and teachers. Our ideas, no matter how vague, are creatively translated into an effective and visually appealing design.

—Nicola, Director, Policy and Development, Science Council