From Eastbourne Youth Radio to Head of Media
When Serena Rosa Box took part in Eastbourne Youth Radio (EYR) as a student at East Sussex College, she couldn’t have known that it would help spark a lifelong passion for media and communications.
Fast forward to today, and Serena is now Head of Media, PR and External Affairs at the Association of Optometrists (AOP), leading national campaigns and shaping how vital healthcare messages reach the public.
Serena remembers her time on Eastbourne Youth Radio fondly, describing it as an early glimpse into the fast-paced world of broadcasting.
“I remember it was pretty exciting to be involved in!” Serena told the College. “You’re fumbling your way through this thing called ‘broadcasting,’ and suddenly you’re out in the community, microphone in hand, asking strangers questions and trying not to trip over your own nerves. It was messy and exhilarating in that sense, as beginnings often are. I got a glimpse of what it meant to tell real stories and to be trusted with someone else’s voice.”
That hands-on experience helped Serena discover her love for media - and played a key role in the career path she’s followed ever since.
“Up until EYR, most of my learning had lived in the safe little box of essays and exam prep. Then radio was something completely different. I began to see what happens behind the microphone - the research, the editing, the moments when you’re piecing a story together until it sings - that’s where the real magic is. I realised there was this whole hidden ecosystem behind every news bulletin or feature, a world full of curious, caffeine-fuelled people trying to make meaning out of chaos. And I thought, yes, I want in on that.”
At East Sussex College, Serena studied English, English Literature, Photography, and Film - a mix she describes as “a buffet of subjects.” She says the encouragement and guidance from her tutors helped build her confidence and creativity.
“I started with what could only be described as a buffet of subjects - six A-Levels, which was as unwise as it sounds. I completed English, English Literature, Photography, and Film. The Radio Production course was a revelation; it felt like real life had walked into the classroom and pulled up a chair.
“I wasn’t sure what I wanted to do back then, but my tutors were brilliant. They nudged me toward media research, which led me to Westminster University, where I studied journalism and PR. That eventually landed me in health campaigning - which, I realise now, is just another form of storytelling, only with slightly fewer metaphors and a lot more policy briefings.”
Now working in London as Head of Media, PR and External Affairs, Serena oversees everything from press relations and digital campaigns to policy communications - making sure the voice of the optometry profession is heard across the UK.
“It’s a glorious jumble, really - a bit of storytelling, a dash of diplomacy, and a generous helping of chaos management. One day I’m talking to patients about their healthcare experiences, the next I’m trying to corner politicians at the party conferences to ask why, exactly, people are still waiting so long for sight-saving treatment. (Wes Streeting has become something of a regular character in that saga.)
“There are campaigns to conceptualise, copy to write, spokespeople to brief, and the occasional Westminster drop-in. It’s never dull. Some days it feels like I’m holding a very large, very wobbly jelly together.”
Throughout her career, Serena has worked on a variety of major projects and initiatives, but there’s one that stands out as a defining highlight.
“There’s one campaign that is close to my heart - apologies for the cliché. When I joined the AOP, I kept coming across heartbreaking stories - people losing their lives in accidents caused by drivers with poor vision. The UK’s eyesight rules for driving are, frankly, archaic. I started working with families who had lost loved ones, and for years it felt like nothing would change. Government ministers would nod sympathetically and then quietly file the issue under not a priority.
“And then, after seven long years, we finally got a commitment from the Transport Secretary to review the rules. It’s not the finish line, but it’s a start and sometimes that’s all you need.
"Alongside that, I’ve loved seeing our ‘Sight Won’t Wait’ campaign grow - shining a light on patients waiting far too long for treatment. Working with charities, journalists, and extraordinary patients willing to share their stories - that’s what makes this job feel like it matters.”
Looking back, Serena believes opportunities like Eastbourne Youth Radio give young people the chance to build confidence, communication skills, and teamwork - qualities that are essential in any career.
“EYR is a gift into real-world broadcasting and it teaches you things you’ll carry forever. You’ll probably stumble a bit, maybe freeze up mid-interview or forget to press record. But those moments are where the growth is!”
And her advice for today’s students?
“Jump in with both feet. Say yes before you’re ready. Because every awkward interview, every nervous on-air moment, every late-night editing session is quietly teaching you how to find your voice, and stretching your capabilities.”
Serena’s journey from East Sussex College to a leading role in national communications shows how experiences like Eastbourne Youth Radio can open unexpected doors.