The Barrier: The glamour and money are elsewhere.
For STEM students, private sector jobs have a lot to offer – good salary and perceived success. Meanwhile, teaching as a career is constantly on the news with claims of long hours, low pay and high stress.
The idea: Teaching is about more.
Our interviews showed that teaching gives you a hell of a lot more satisfaction than other jobs - it's intrinsically meaningful. So we invited students to put their skills to more challenging purposes. Don't just make things... Make people.
The result: STEM students got schooled.
With a moderate budget working against the might of the entire private sector, we had over 45,000 website visits over the first 2 months, and our campaign and site saw a 12% increase in those who now see teaching as ‘an ideal career choice for them’. Class dismissed.