Making
Safety
Science
Experiential
How do you fight the "STEM cliff"?
Around the time students reach Middle School there is a dramatic drop-off seen in interest towards STEM-related education, especially amongst female and minority students. ULRI, the non-profit arm of Underwriters Laboratories, and their Office of Research Experiences and Education, is changing this narrative through their experiential education platform, Xplorlabs. This no-cost offering empowers middle-school teachers with resources and materials to bring Safety Science to life in their classrooms and reinvigorate interest in STEM through real-world application. Our job was to get teachers and school administrators as excited about Xplorlabs as the students who have experienced it.
Starting with Audience
Our Audience Archetypes, informed by extensive research and conversations, clearly defined the needs and motivations of our key audiences, including educators, administrators, and community partners. These archetypes, and their associated journeys, set the foundation for all of our work together.
Creating a Platform
A campaign platform identity, centered around the phrase “X Marks the Science”, set up a consistent look & feel to unify external Xplorlabs communications. This platform was carried across relaunched Social platforms, optimizations to the experience platform itself, in-person event signage and collateral, and more.
Bringing It to Market
We developed a comprehensive go-to-market plan, centered around a relaunched set of Social channels to re-introduce the world to this incredible platform. This was bolstered by Earned Media support, resulting in a 2024 Tech Learning Award of Excellence for Secondary Education.
