Science Foundation Ireland



Science Foundation Ireland (SFI) approached idea to work on their exciting Smart Futures campaign. This government-supported initiative encourages students to explore careers that ‘let them do what they love’ and are championing the #IGetPaidToDoThis movement.

The nationwide campaign aims to encourage take-up in STEM (Science, Technology, Engineering and Maths) careers by showcasing the exciting options and opportunities available to students and academic staff.

The website showcases opportunities for a career in #STEM by offering resources to students, teachers, guidance counsellors and parents in Ireland to stimulate interest in STEM subjects in secondary school and at third level.

An outdoor media campaign was also initiated to further target key audiences and to reinforce this important educational programme.

Design Challenge

Idea were invited to design posters and outdoor media to support this national campaign. These posters would appear on outdoor media nationwide, with four well-known faces featuring on the campaign. GAA player Jason Doherty, Crionna Tobin – Sports Nutritionist with Glanbia, Collie Ennis – researcher in the Department of Zoology at Trinity College Dublin and Civil Engineer with Arup – Alba Menendez were chosen to represent #IGetPaidToDoThis on the designs.

The media would have to be eye-catching, as well as summarising the key marketing message in a memorable, meaningful manner. The designs would also be modified for various above the line marketing channels that would be utilized to deliver SFI’s central takeaways.


SFI were very happy with the final designs, that were seen on 358 bus sides and shelters and other outdoor media points across Ireland. The website received has 15,171 hits to date, while the #IGetPaidToDoThis hashtag had 25,000 + impressions on Twitter. The campaign also received overage on the Matt Cooper show on Today FM and KCLR.

A fantastic result to boost advocacy and support for STEM opportunities in Ireland!