MBI is a nonprofit in Worcester that helps emerging life sciences companies advance from concept to clinical trials, create jobs, and promote economic development.

One of their many impacts on Central MA is their work in the biomanufacturing space – notably, the recruitment and training of a workforce that often has no idea they may be able to find opportunity in the life sciences.

We partnered with MBI to build out a recruiting campaign that informs, educates, and attracts workers in Central MA who are underemployed, looking for a change, or interested in the life sciences.

We began with research and strategy to define our audiences and build campaign messaging that welcomes those to the life sciences space who may have thought it was unattainable.

We told them they had a place in this world. Then we needed to prove it.

Video was our solution. We filmed at two training programs that run in partnership with MBI – one at WPI’s Biomanufacturing Education & Training Center, and one at MCPHS.

Stories from program faculty, staff, students, and alumni brought to life the profound transformations that people have found in Central MA’s biomanufacturing space.

Sharing these stories help us demystify the biomanufacturing space and lower the gates to anyone looking for new opportunity and growth.

We filled out our campaign with 2 evergreen biomanufacturing industry videos, highlight videos for each training program supported by MBI, and a vast library of short content made for paid and organic social.

Going into the fall of 2026, our campaign assets have garnered over 374,000 video views, 3,600 landing page visits, 80,500 engagements, and more than 100 program applications.