The Michener Institute for Applied Health Sciences

The Michener Institute for Applied Health Sciences

November 20, 2009 12:14 ET

The World Needs Its Heroes. Will You Be One?

- Michener launches new recruitment campaign for applied health sciences -

TORONTO, ONTARIO--(Marketwire - Nov. 20, 2009) -

Attn: Health Editors / News Editors/ Technology / Marketing Editors is the new recruitment microsite developed by The Michener Institute for Applied Health Sciences. The website features the stories of 10 Michener students who share their personal journeys into a career in health care. The careers include respiratory therapy, radiation therapy and chiropody.

Inspired by the popularity of graphic novels and the superhero genre, each student is featured in three short video vignettes, with their stories told both in person and through animation. The multiple video structure was chosen to follow the decision making process that students would go through when choosing a career: what originally drew them to health care, how they chose their specific profession, and why they chose Michener to further their education. The organization of the stories also helps viewers connect the dots between common experiences they share with the students that lead them into a career in health care.

The videos add a human element to the allied health professions that is sometimes missing in the general public. Many people tend to think of doctors and nurses when they think of health care, and this microsite will expand the knowledge of its viewers into the many other professions that contribute to patient care and to the health care system as a whole.

The site engages a youth market in a medium they are already comfortable with and connecting the microsite to social media websites like Facebook and Twitter enables users to share the whole website, or just certain videos, with their friends.

Along with the online presence, the recruitment campaign was featured in a 30-second commercial shown in three movie theatres around the GTA from Friday, September 25, 2009 to Thursday, October 22, 2009.

During that time, the commercial was shown on 39 theatre screens to over 126,423 individuals, 71% of which were in Michener's target market of 18-28 year olds. Almost 20% of the hits to the microsite were directly from the Cineplex presence.

The microsite is part of an integrated marketing communications campaign that Michener launched in September which included a printed Viewbook, on-campus recruitment events, off-campus site visits and relationship-building with university science clubs, In the second phase of the campaign, the microsite will be expanded to include additional social media platforms, enabling greater interaction between viewers of the site.

The microsite is a joint project between the Communications & Public Relations and the Information Management departments at Michener, creative web development company Relish, and freelance filmmakers George East and Kire Paputts.

About The Michener Institute

The Michener Institute for Applied Health Sciences is Canada's only post-secondary institution devoted exclusively to applied health science education. Since 1958, Michener has educated applied health professionals who serve a vital role in the country's health care sector in such fields as medical laboratory science, medical radiation sciences, respiratory therapy, chiropody, diagnostic cytology, genetics technology, ultrasound and magnetic resonance imaging (MRI).

Interprofessionalism, patient-centred learning and simulation-enhanced education are essentials of the Michener academic experience for over 5,000 full-time, part-time and continuing education students. The Michener Institute is publicly funded by the Province of Ontario, through the Ministry of Health and Long-Term Care and further enriched through partnerships with universities, private sector companies and leading health care organizations. For more information, visit

Contact Information

  • For more information about Michener,
    interview requests or media tours please contact:
    The Michener Institute
    Iliana Arapis
    Senior Director, Communications & PR
    The Michener Institute
    Katie Schrank
    Communications Associate
    416-596-3101 ext. 3482