Interactive Routes: engaging young audiences with science across platforms

An innovative blend of fact and fiction, interactive drama and documentary, Routes was a groundbreaking exploration of genetics and bioethics that used the power of narrative audio-visual and a variety of platforms to engage a young audience with science.

For those that got involved, it was an entertaining ARG (alternative reality game) that started out on the web and spread to mobile, live events and broadcast. For the co-funding sponsors, despite the benefits of some online links, on-air and in-stream credits, it was more about using the programme content itself to communicate.

Developed by Oil Productions for the Wellcome Trust and Channel 4 Education, with content produced by Mind's Eye Media, Routes is part of the Wellcome Trust's activities to celebrate the bicentenary of Charles Darwin in 2009. It enabled followers of the story to engage with serious issues - from Darwin and Dawkins to determinism - in a stimulating way: while being sociable, fun, exciting and absorbing.

The 'front door' of the format was an eight-part mini-series in which outspoken comedienne Katherine Ryan submits herself to a series of genetic tests. Related content, including games and challenges, exposed teenagers to the big question "Why am I me?" with aim of helping to debunk the idea that we are solely the result of our genes. How much do genes affect personality? Is there such a thing as a 'gay gene'? What can your genes tell you about your risk of disease? Katherine's journey led her to make some difficult decisions about how much she really wanted to know about what's hidden in her genes.

Most of the online drama has been shot by the actors themselves.

Each episode was accompanied by a compelling flash game or 'community challenge' based on an aspect of genetics. Playing the games and engaging with other content on the site allowed users to amass points. The highest scorers each week were entered into a draw to win a PlayStation 3, with a mystery star prize for the best players over the whole season. The website was also the portal to a fully immersive thriller that unfolds across a variety of platforms. Users could become part of the narrative, helping to shape the story.

Mid story, Channel4 also put the weight of broadcast behind the project by devoting a week of their 3 Minute Wonder slots to Routes, thereby driving new viewers and players to the off-air story. 3 Minute Wonder is a short Channel 4 television slot that broadcasts first time directors' three-minute TV programmes in the middle of the channel's weekday primetime schedule. It offers first-time directors and assistant producers the opportunity to air their work to a large audience, and in doing so, to take a first step into the competitive UK film industry.

"Routes is the best way we can attract a young, technically-savvy audience who wouldn't normally pay any attention to information about Darwin and genetic science. By giving them something that they can get deeply involved in - to the extent of coming along to real-life events and even joining in the action of the story - we can hook their interest in the relevance to their own lives of genetics and genomics."

Dr. Daniel Glaser, Head of Special Projects in Public Engagement at the Wellcome Trust

"Welcome's research shows that the overwhelming majority of the public regard television as their most significant source of information about science. Mass media is also an important tool in representing and reflecting social and cultural trends, in which we believe science plays a significant yet under-represented part."

The Wellcome Trust


Routes shows us how advertisers can have productive conversations with TV companies about the co-creation of compelling branded content (advertiser-funded programming) which primarily lives in the world of online TV. The weight and allure of broadcast will always considerably add to the strength of the proposition, but on-line manifestations of TV, because of its interactive potential and its on-demand consumption, can also bring some pretty interesting additional things to the party. Whether by taking the viewer to brand mediated locations through existing and new ad formats, or by including products in the narrative, or by reaching new audiences in new places. All in all, it makes getting closer to content that little more enticing.

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Interactive Routes

Routes shows us how brands can get involved in compelling branded content (advertiser-funded programming) via an alternative path: by plugging in to the growth of online TV and people's readiness to engage with time-sensitive on-demand viewing. This content-packed interactive thriller and ARG (alternative reality game) was co-funded by The Wellcome Trust and ran for eight weeks across multiple websites, live events and mobile as well as broadcast.