UP ACME is a student-led science organization focused on chemistry education and public science communication. As Vice Chairperson for Publicity Affairs, I led the relaunch and creative direction of Kuya Chem, a digital science platform aimed at making chemistry more accessible and visually engaging for the general public.
Sequence
Chemistry content online is often reduced to fast, click-driven formats shaped by short attention spans and algorithmic demand for engagement. While student-led science platforms achieve reach through visually engaging posts, this frequently results in surface-level understanding, reinforcing misinformation and limiting deeper scientific literacy and coherence in public discourse.
Mutate
Reframed Kuya Chem from quick-consumption visuals into a structured learning system that balances accessibility with scientific depth. Led a 10-member creative and marketing team, producing 30+ infographic series that reorganized chemistry concepts into narrative-driven educational content. Optimized workflow systems, reduced turnaround time by 50%, and strengthened consistency through design templates and content primers. Integrated campaigns and partnerships expanded content reach and application.
Express
Kuya Chem achieved over 2M+ unique views within a year, doubled its follower base to 15K, and maintained strong engagement, with posts like Chemistry of Kwek-Kwek reaching 10K+ reactions and 300+ consistent interactions. The platform established itself as a credible yet accessible bridge between academic chemistry and public understanding, balancing depth, structure, and visual engagement without compromising scientific integrity.
