CASE STUDY
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Genome BC, an organization focused on advancing genomics research, faced a challenge with their existing podcast: The show failed to excite listeners and did not perform well.
Determined to address this issue, Genome BC embarked on a fresh start, aiming to develop a captivating podcast specifically designed for a younger, female demographic. Genome BC needed a way to:
To succeed, the podcast had to balance scientific accuracy with a tone that was fresh, unexpected, and genuinely fun. Their objective was to create an engaging show that not only entertained but also educated listeners about the vast potential and far-reaching effects of genomics.
“We wanted to find new ways to engage with a younger audience (specifically young women), who followed us in high numbers on social media, but did not attend our events. Creating a way to directly engage with this younger demographic, in a format they desired, was key to us building a stronger relationship with this group.”
— Phoebe Melvin, Genome BC
The biggest challenge came from how to talk about genomic science. Genomics is a broad-ranging science that is difficult to define. We tackled this head-on by taking the time early in the show to define what genomics really is, and how it impacts our world.
Our concept for the new podcast, playfully titled “Nice Genes!”, focused on highlighting stories of how genomics is influencing the world around us while discussing issues that the audience cares about, like fighting climate change and promoting racial justice. The show’s focus is not on investment potential. It’s about how genomic science can help solve the big problems facing humanity.
With that in mind, we took an accessible, issues-driven approach to our science storytelling, selecting fun nerdist Dr. Kaylee Byers as our host. Kaylee is an experienced podcaster and self-described “rat detective” (her genomic research focuses on rats and their habitats). We introduced active storytelling models, incorporating in-the-field sound from the researchers we interviewed and dramatizing certain sections of episodes to bring the points to life. Leaning into the theatre of the mind potential of audio, we delighted in layering each episode with an incredibly dense and nuanced sound design approach, helping to hold audience interest by switching it up every few minutes.
JAR developed a creative and strategic framework that brought genomics to life for general audiences — particularly those on the “science curious” path. This included:
Every element—from witty host delivery to dynamic sound design—was designed to entertain as much as inform. Episodes used humor and surprise to keep listeners engaged while exploring deeply scientific ideas.
Episodes focused on personal journeys, surprising breakthroughs, and real-world stakes. This approach reframed genomics as something relatable, emotional, and relevant to everyday life.
We collaborated on cover art and branding that stood out — earning Nice Genes! a feature in Apple Podcasts’ New & Noteworthy, a key driver of early visibility and downloads.
Audience growth was driven through:
From the start, we knew we wanted to build a diverse and inclusive show, often using a co-hosting format. Guest co-hosts were carefully selected science communicators with special insight to the episode topic, naturally setting up a Q&A type conversation where one host can ask the questions that we believe the audience is thinking.We made sure to discuss how genomics has been received in different cultural communities depending on their history of colonization and their access to genetic data.
Finally, many episodes dealt with environmental issues. By choosing stories about people “doing science” on constructive projects aimed at mitigating the harms caused by global warming, we felt we were combatting the audience’s despair and resultant apathy in the face of global warming. We also used humour and even terrible puns — okay, especially terrible puns — to keep the tone of the show as upbeat as possible.
Genome BC’s podcast, Nice Genes! engaged its audience in complex scientific conversations with clarity and charm. Within the first season, the show earned praise from listeners and industry peers alike for its ability to demystify genetics while maintaining a playful, approachable tone.
The series quickly became a key touchpoint in Genome BC’s public engagement strategy, helping the organization shift perceptions of genomics from abstract science to everyday relevance.
Nice Genes! didn’t just reach an audience — it resonated. Backed by JAR’s strategic storytelling and production expertise, Genome BC now has a platform that sparks curiosity, builds trust, and invites listeners into deeper dialogue around science and society. With more seasons underway, Nice Genes! continues to grow its listener base while positioning Genome BC as a thought leader in accessible science communication.
“Our listenership of ‘Nice Genes!’ reflects that we have been able to create fun and engaging content that appeals to our target demographic. We could not have created ‘Nice Genes!’ without JAR. Their expertise in podcasting has been instrumental in the success of our show. Their guidance through every step of production, coupled with their incredible skills in editing, sound design, marketing, graphic design, promotion, and show building in general, have been unmatched, and we are so grateful for this wonderful and productive partnership!”
— Phoebe Melvin, Communications and Outreach Specialist, Genome BC
