College of Optometrists (Careers in Optics Working Group)

The College of Optometrists were looking for an industry wide solution to promote eye health and raise awareness of careers in optics. After consulting with employers, universities, and professional bodies, the Careers in Optics Working Group was created.

The main aim of the group was to increase the quality and number of students applying to the course at university. It was agreed that to inspire the next generation of optometrists, high-impact intervention was required. Working alongside a specialist creative team, Gemma was tasked with ensuring the content resonated with the target audience (14 – 15-year-olds who were about to make their GSCE options). A link between optical illusions and 3D movies became the ideal springboard for the campaign.

The workshops were managed and delivered by Gemma and overseen by optical professionals. This was piloted across the UK in key areas where optical recruitment was deemed the most challenging. The pilot was a huge success, achieving national and regional press coverage, as well as receiving multiple awards, including the prestigious Recruiter award for Innovation in Recruitment, 2011.

Pre and post intervention feedback showed that of the 300 students and staff involved in the pilot:

100% agreed it was engaging
77% said they were more aware of the importance of eye health
55% said they would recommend Optometry and Optics as a good career choice.

Challenge

Insight – Content creation – Project Management – Workshop Delivery – Evaluation / Measurement The college of optometrists were looking for an industry wide solution to promote eye health and raise awareness of careers in optics. After consulting with employers, universities, and professional bodies, the Careers in Optics Working Group was created.

"Gemma played a key role in helping us deliver the new dimensions campaign. She has a very warm, engaging presentation style. As well as working well with the students we were targeting, Gemma trained all our ambassadors, ensuring that people who weren’t necessarily used to standing up and presenting felt confident enough to undertake this role."