Green Future Fellowships | Royal Academy of Engineering

NURTURING WORLD-CHANGING CLIMATE TECHNOLOGIES

Partner: Royal Academy of Engineering
Cause: Climate & Biodiversity
Location: Global

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Brand & Content
Marketing, PR & Social Media
Purpose Advertising & Campaigns

After securing a groundbreaking £150m endowment from the UK Government, the Royal Academy of Engineering (RAEng) enlisted us to design and execute a global campaign for their Green Future Fellowships. An initiative for planet-saving innovation.

Our campaign enhanced the RAEng’s brand identity and leveraged cutting-edge digital marketing trends to connect with prospective engineers, researchers, and academics worldwide. We needed to inspire as many innovators as possible to apply for the fellowship and bring their world-changing ideas to life.

47 MILLION VIEWS

The campaign was viewed over 47 million times globally across 5 different platforms. Hitting one of our key goals – to reach audiences from all locations and backgrounds.

1+ MILLION CLICKS

We managed to drive over one million people to the website. Not only did we boost the profile of RAEng among global audiences, but we also inspired those varied audiences…

460%+ APPLICATIONS SUBMITTED

We smashed our target, surpassing our applications goal by over 460%! In the fellowship's first year, we expected a modest response, but we blew past all expectations with far more…

The challenge

The climate crisis demands bold, transformative solutions, yet many promising ideas remain untapped due to funding models focused on immediate impact over long-term innovation. This short-term approach stifles the creativity needed to combat climate change effectively.

True solutions require diverse perspectives, but barriers within science and engineering restrict access and limit ideas. Many innovators who don’t identify as engineers may hold key insights for climate resilience. Reaching these diverse innovators can empower them to turn their ideas into impactful climate solutions.

The solution

Green Future Fellowships seeks the world’s brightest minds to contribute to the UK’s climate goals by focusing on transformative technologies for net-zero and climate resilience. By offering long-term investment and fostering diversity, the fellowships promote an inclusive community, reducing barriers to innovation. The campaign needed to reflect this and encourage engineers and academics worldwide to apply.

We also depicted the journey of taking an idea from concept to final execution throughout our narrative. This showed that we understood the process of innovation, while emphasising that the fellowship was ultimately about creating a real-world, tangible solution that changes the world. More than anything else, that end product is what inspires an innovator to go to work every day.

key insights

These innovators aren’t just doing it out of the good of their hearts, they want to have their creation come to life, and for it to change the world. So we played into that through our visual and narrative directions.

YOU CAN’T REACH THE WORLD ON ONE CHANNEL

LinkedIn was an obvious choice for ads since we were targeting professionals. However, its reach is most substantial in the UK, Europe, and North America, not fully reflecting our global audience. We also used Meta, Google, and X as alternative channels to reach academics and engineers from the global majority.

A NICHE AUDIENCE IS AN OPPORTUNITY, NOT A CHALLENGE

A hyper-specific audience can be a challenge when targeting audiences digitally. However, by painting a complete picture of who your audiences are, regardless of how niche they may be, you can find unique ways of reaching them.