Proof that TV’s to blame for youth turning to science.
The University of Antwerp wanted more science students. But it competed with other world-class Belgian universities better known for science.
LDV had the insight that young people are often inspired by what they see on TV – Grey’s Anatomy caused the numbers of medical students to skyrocket. So LDV didn’t propose traditional ads but a complete TV series about science at UAntwerp, each episode focusing on an area of research where University of Antwerp leads the world.
To get it made, they turned to the most credible source of popular science info on the planet: National Geographic Channel.
The series is called ‘Behind the Science’ and it got about a million people in front of TV. With only 6.3 million Flemish in Belgium, that’s good going. The launch got instant media attention and university social media kept the buzz going with each episode.
Behind the Science became the third most watched science show on National Geographic Channel. LDV tripled the campaign budget through earned online and offline media.
University of Antwerp got the attention of future scientists and an increase of 34% in attendance on application day.