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Education & Opportunity · Jamaica
Broadening access to Chevening through scholar-led communication.
Transforming the reach of Chevening in Jamaica and The Bahamas through programme leadership, diverse scholar stories and accessible applicant guidance. Explore the strategy behind wider participation, more varied study paths and a 300% increase in applications.
This case study reflects Dervin’s experience as Chevening programme manager for Jamaica and The Bahamas, before DASTPO’s launch.
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Programme leadership · Jamaica and The Bahamas
Broadening who could see themselves as a Chevening scholar.
The assignment
A 2017 Chevening alumnus, Dervin later managed the scholarship programme for Jamaica and The Bahamas for three years. His ambition was to transform its reach: attracting a wider range of talented applicants and connecting more diverse fields of study with the countries’ development needs.
The communication challenge
Up to 2018, the programme’s visible scholar profile in Jamaica had been concentrated in established professions, particularly journalism and law. That precedent shaped perceptions of who the scholarship was for.
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Some prospective applicants assumed they needed to be older or already senior in their careers; others did not see their professional interests reflected in previous recipients.
The challenge was not simply to promote applications. It was to help people recognise the opportunity as relevant to them and understand the breadth of study it could support.
The insight behind the approach
People needed to see more than a scholarship announcement. They needed to see people, ambitions and study paths they could relate to.
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Dervin placed scholars and alumni at the centre of the communication, showcasing their backgrounds and chosen programmes to challenge narrow assumptions about the ideal candidate.
Visibility also needed to be matched by access to information. Public webinars gave prospective applicants a place to ask questions, understand the process and consider how their own aspirations could fit the programme.
The six-dot approach in practice
The decisions behind the transformation.
Click or tap each tile to explore the thinking behind it.
01Listen
Hear why people were ruling themselves out.
Dervin identified assumptions about age, career seniority and professional background that discouraged people from applying. Understanding those perceived barriers shaped the questions the communication needed to answer.
02Understand
Connect wider participation with development.
The programme’s purpose was to strengthen individual capacity to contribute to national development. Broadening the range of applicants and study interests was therefore central to its relevance, not simply a way to increase application numbers.
03Design
Show a broader picture of who belongs.
Scholar stories and profiles made different backgrounds, ambitions and courses visible. The creative approach helped prospective applicants recognise possibilities beyond the professions most commonly associated with the scholarship.
04Connect
Let scholars and alumni make the opportunity relatable.
Real experiences connected the programme’s promise with people’s own aspirations. Putting scholars and alumni at the centre gave prospective candidates credible examples of the journeys and study choices available.
05Deliver
Pair inspiring stories with practical guidance.
Promotional videos and designed profiles showcased scholars and their programmes. Public webinars explained the application journey and created space for questions, turning interest into a clearer understanding of how to apply.
06Amplify
Extend the invitation to a wider pool of talent.
The combination of scholar storytelling, programme promotion and accessible webinars broadened the programme’s reach. Communication encouraged people who might previously have excluded themselves to consider applying.
The resultsWider participation
More applications. More diverse study paths.
During Dervin’s tenure, applications across Jamaica and The Bahamas increased by 300%. In Jamaica, the range of scholars and programmes pursued also broadened, helping transform perceptions of who Chevening was for and the kinds of development ambitions it could support.
His programme leadership and communications approach earned him recognition as a Chevening Champion for the Latin America and Caribbean region.
300%
increase in applications across Jamaica and The Bahamas
Programme management + audience-centred promotionCreative work 01Video stories
Chevening 2021 promos
Letting scholars tell the story of the scholarship.
This series of short promotional videos centred the voices and experiences of Chevening scholars and alumni. Each piece helped prospective applicants see the scholarship through a real person’s journey—and imagine what the opportunity could mean for their own.
Creative work 02Scholar profiles
Editorial + visual content
Celebrating Jamaican scholars and British education.
These profiles paired visual design with individual stories to promote the scholarship, showcase British higher education and celebrate the ambitions and achievements of Jamaican scholars.
Chad Morgan
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Jhénelle Williams
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Keniel Peart
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Rosheika Grant
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Tanisha Weir Grant
Open full-size profile ↗Creative work 03Public webinar
Road to Chevening · 21 September 2021
Turning the application process into clear, accessible guidance.
Dervin hosted this public webinar to introduce the scholarship, explain what it offers and guide prospective candidates through the application journey. The session made expert and alumni insight available to a wider audience and gave applicants practical information they could act on.
Applicant supportConsultations
Chevening application guidance
Practical guidance from someone who understands the entire process.
Dervin is a 2017 Chevening alumnus and former programme manager who has conducted more than 150 Chevening interviews and reviewed more than 200 application essays.
These consultations help prospective applicants understand the scholarship, make informed study choices and approach their essays strategically. The service is advisory: Dervin helps applicants strengthen their own ideas and writing, but does not write essays on their behalf.
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Initial consultation
Chevening Application Consultation
US$50 / 60 minutes- Overview of the Chevening Scholarship
- Guidance on selecting suitable university programmes based on your professional interests
- High-level guidance on approaching the Chevening essays
- Opportunity to ask questions about the application process
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Limited availability
Detailed Essay Guidance
US$150 / additional feeAvailable to a limited number of applicants after completing the initial consultation.
- Detailed, in-person essay guidance
- Up to three rounds of feedback on your draft essays
- Comments on clarity, relevance and persuasiveness
- Recommendations on structure and narrative flow
Consultations offer guidance and feedback only. Admission and scholarship decisions remain entirely with Chevening and the relevant universities.