Tasked with refining communication strategies for the Idaho STEM Action Center, Volume PR and Engagement Science Lab used a scientific approach to develop a new communication framework that they claim “maximises potency” in driving engagement. Their work focused on moving away from traditional fear-based messaging, which often emphasises urgency, to a more ethical and resonant approach. The new strategy centred on allyship and authentic connections with the audience.
By conducting a comprehensive audit of the centre’s existing communication efforts, the teams were able to align messaging with audience values and behaviour patterns. This shift in strategy was designed to build long-term support for STEM initiatives across Idaho’s diverse communities, especially in areas like rural education, parents, and local businesses. The goal was not just to raise awareness of STEM but to foster active participation and support for STEM programmes.
Elizabeth Edwards, founder of Volume PR and Engagement Science Lab, explained, “Our partnership with the Idaho STEM Action Center demonstrates the profound impact of communication designed to accelerate results through scientifically sophisticated engagement forms that maximise audience understanding and behaviour change. The framework we developed—incorporating Resonant Communication and Neuropsychological Engagement principles—reflects our commitment to science-backed, ethical communication that builds trust and drives meaningful societal progress.”
Award-Winning Work
The trio of awards reflects the effectiveness and innovation behind the work.
- 2024 Hermes Platinum Award: This accolade was awarded for the strategic communication plan that integrated insights from behavioural science to align the Idaho STEM Action Center’s objectives with actionable, audience-specific communication strategies.
- 2024 Merit Award for PR Innovation of the Year: Recognising the development of a new behavioural communication framework, this award celebrated Edwards’ pioneering work in uniting decades of research to create a system that engages audiences while maintaining ethical communication standards.
- 2024 Gold MarComm Award: Awarded for the campaign titled “Behavioural Engagement to Maximise STEM Success,” this recognition highlighted the campaign’s success in shifting the narrative around STEM education by emphasising how its benefits align with the needs and decision-making processes of diverse communities.
Praise for the Partnership
Kaitlin Macguire, Executive Director of the Idaho STEM Action Center, praised the work of Volume PR and Engagement Science Lab: “They blew my expectations away. This thorough audit and strategic roadmap provide the foundation to maximise the success of our communication and growth. The lasting impact this will have is exciting.”
This successful collaboration underscores the growing importance of evidence-based, behavioural communication strategies in driving both awareness and action, particularly in the complex field of education and public engagement.
