Universities UK has teamed up with Research Councils UK (RCUK) to hire the agency to publicise Universities Week 2014, which is taking place next June.
The brief is to promote the benefits of universities to the UK and build public engagement with university research.
Under the core positioning of the ‘everyday impact of university research’, the agency will also develop a stakeholder comms plan designed to target those with little current engagement with universities.
Ian Morton, campaigns manager at Universities UK, said: ‘Forster really understood our brief for Universities Week, which is not just about engaging the public with research. It is about driving interest in the ideas, innovation and discoveries being made in UK universities that make a difference.
‘The research and other work taking place in our universities may seem remote and unconnected to many people, but in fact it has a bearing on all our lives. This project aims to demonstrate how.’
Universities Week 2014 will centre on a showcase of university research at the Natural History Museum, complemented by a series of activities organised by universities and university museums throughout the UK.
Cheryl Campsie is associate director at Forster, which won the brief after a competitive pitch.
She said: ‘Universities impact every aspect of our lives and we benefit from them on a daily basis – from the digital innovation that has changed the way we listen to music to the lifesaving impact of medical discovery. We often take this for granted, so it is our role to find innovative ways to engage the audience with this message.'