Too many young people in Tasmania don’t complete education or training through to Year 12, despite there being more educational options than ever before. We needed to show these young people (and the people who help them make their decisions), how important getting an education is.
We created a two-part campaign that looked to first shine the light on the value of education using the power of reverse psychology. We then followed it up with powerful real stories from students who chose different pathways, sending the message that anything can happen with an education.
The campaign made a big splash and evoked discussion in the community and in the media. Research shows that the campaign has resonated with students themselves, with many wanting to hear the full stories from stage 2.