Roles
- Creative Direction
- Storyboarding
Tools
- Illustrator
*Rough illustrations to provide guidance to the production team.
What is efficacy?
At its heart, efficacy is looking at a way of doing something and asking ‘Does this achieve what it’s meant to achieve – and why?’
This inquisitive, evidence based approach is at the heart of everything Pearson does. They use research to find out what works and why. So the consumer can trust Pearson to help them reach their learning goals.
Attribution: Pearson's Efficacy Page
Challenges
The transition from textbook publisher to digital learning company
During the early to mid-aughts, Pearson began its transition from textbook publisher to provider of digital learning services. As part of that evolution, heavy emphasis was placed both internally and externally on the efficacy of its digital solutions. For many, the concept of efficacy as a selling point seemed somewhat nebulous. Therefore Pearson needed to define it in an accessible way.
Goals
Providing the best possible outcomes
The goal of this piece was to convey the benefits of Pearson's focus on efficacy through the eyes of student, on her educational journey.
Solutions
From C student to astronaut
For this piece, I worked with my copywriters to conceptualize and craft a script that would convey the benefits of Pearson's efficacy focus in a fun and interesting way. Knowing the potential for this subject matter to be quite dry was significant, we created a fictional student and followed her from some early learning struggles to ultimately achieving her dreams; showing Pearson products supporting that journey through, research, assessment and user feedback all along the way.