with Steve Pratt, Author of the hit book Earn It
with Steve Pratt, Author of the hit book Earn It
CASE STUDY
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Genome BC exists to advance genomic science and innovation, but scientific breakthroughs only create public value when people understand why they matter.
That presented a familiar communications challenge.
Most people are interested in genetics, health and scientific discovery, but few actively seek out research papers or technical explanations. Traditional science communication often assumes too much background knowledge, while oversimplified content risks losing the very nuance that makes the science important.
Genome BC wanted to bridge that gap.
Rather than creating another educational series for scientists, it wanted to build a podcast for people who were curious about genomics but didn’t consider themselves experts. The goal wasn’t simply to explain the science. It was to make people excited enough to keep listening.
Together, JAR and Genome BC created Nice Genes!, a podcast that treated science as storytelling rather than instruction.
Instead of leading with technical language, each episode began with fascinating questions, surprising discoveries and real people whose lives had been shaped by genomics. Researchers, clinicians and innovators shared their work through conversations designed to invite curiosity instead of intimidation.
JAR partnered with Genome BC throughout the production process, including:
Every editorial decision was guided by one question:
Would someone with no scientific background still want to hear the next five minutes?
Genome BC already had remarkable stories to tell.
The challenge wasn’t finding better science.
It was finding a better way to tell it.
The JAR System shifted the focus away from explaining genomics and toward creating curiosity about it. Instead of asking how much information could fit into each episode, the team asked how each story could make listeners feel smarter, more informed and eager to learn more.
That change shaped everything from the host’s role and interview style to the pacing, humour and structure of every episode.
The result was a podcast that made genomics feel approachable without making it simplistic.
The JAR System transformed Nice Genes! from an educational podcast into a storytelling platform that invited audiences to discover science for themselves.
| Before | After applying the JAR System |
|---|---|
| Explain genomics | Spark curiosity about genomics |
| Speak to scientific audiences | Welcome the science curious |
| Prioritize technical accuracy alone | Balance scientific credibility with engaging storytelling |
| Publish educational content | Build an audience that wanted to keep learning |
| Share research findings | Tell unforgettable stories about science |
People don’t avoid complex subjects because they’re incapable of understanding them.
They avoid subjects that make them feel excluded.
Genome BC already had world-class science. The opportunity was to present that science in a way that invited curiosity instead of assuming expertise.
By defining the podcast’s job before production began, the JAR System shifted the focus from delivering information to creating engagement. The result was a podcast that respected both the intelligence of the audience and the integrity of the science, proving that even highly technical subjects can become compelling when they’re built around human curiosity rather than technical complexity.
Before development began, JAR worked with Genome BC to define the podcast’s Job, Audience and Result.
Make genomics understandable, memorable and entertaining without compromising scientific integrity.
The podcast wasn’t created to teach listeners everything about genetics.
It was created to spark curiosity.
The series was designed for the “science curious”: people interested in health, innovation and discovery who wanted accessible explanations rather than technical lectures.
Success meant expanding public engagement with genomics, strengthening Genome BC’s role as a trusted science communicator and building an audience that returned because the stories were genuinely enjoyable.
Once the Job, Audience and Result were established, every creative decision became easier, from episode structure and guest selection to tone, pacing and storytelling.
Episodes achieved an 85% average consumption rate, substantially outperforming typical branded podcast benchmarks and demonstrating that audiences stayed engaged with even highly technical subjects.
Approximately 61% of listeners identified as female, helping Genome BC reach an audience that aligned closely with its public engagement objectives.
More than half of all episodes achieved 95% consumption, showing that listeners stayed with conversations from beginning to end despite the complexity of the subject matter.
Nice Genes! demonstrated that scientific rigour and engaging storytelling can coexist. The series earned multiple international honours, including:
“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
