Samsung and Questacon Join Forces to Help Close Australia's STEM Skill Gap via Leo Burnett Sydney
Samsung Electronics Australia and Questacon - The National Science and Technology Centre have partnered with Jane Lu (founder of Showpo); Reynold Poernomo (2015 MasterChef contestant); and Charlotte Caslick (Olympic gold medallist & Australian Rugby Sevens player), to launch Creators Wanted - an educational resource designed to show students how skills in science, technology, engineering and maths (STEM) are becoming increasingly relevant across all industries and future career paths.
Creators Wanted has been launched across Australia through the release of captivating video content conceptualised and developed by Leo Burnett Sydney, designed to capture the attention of students and drive uptake of STEM subjects at Australian schools and universities.
Says Reynold Poernomo, 2015 MasterChef contestant: "While I don't work in a traditional STEM-oriented career, I see the skills I learnt in these subjects come through in my everyday work. Whether it be the building blocks of my desserts, or the chemistry behind the best recipe, STEM is everywhere."
Says Charlotte Caslick, Olympic gold medallist and Australian Rugby Sevens player: "To tackle the competition we look for every advantage we can get. From the science behind our training program, to the technology we use to enhance our performance on the field, we use STEM on a daily basis. The problem solving and practical skills gained from engaging in STEM subjects at school, empower young athletes to take their game to the next level."
Creators Wanted is specifically designed to target students selecting subjects for their senior years at high-school, as well as those that are considering tertiary education options. It will help bridge the growing skills gap between the learning of STEM subjects at a senior level and the growing demand for STEM skills across Australia's workforce.
Says Tess Ariotti, corporate social responsibility manager, Samsung: "Samsung and Questacon are working together to help address the declining level of STEM skills across Australia.
"We know that 44 per cent of all jobs in Australia are likely to be automated in the next 20 years, yet Australian students remain passive towards STEM subjects. One of the reasons for this is that there is no clear indication of the variety of work opportunities STEM skills can lead to.
"Therefore, given that 75 per cent of Australia's fast growing occupations require STEM skills, we believe helping to educate students about the potential of these skills through campaigns such as Creators Wanted, is crucial to building a workforce for the future."
As part of the program, the Creators Wanted website has also been launched to help support students in the selection of high-school subjects and university courses, as well as provide insights into the job possibilities associated with STEM.
Says Professor Graham Durant, director of Questacon: "We are constantly looking at new ways of engaging students in STEM.
"It's vital that young people see that studies in STEM subjects provide key skills that are valued across varied careers. So far, the combination of the Creators Wanted videos and website has proved extremely successful in capturing the attention of students across Australia. To date the videos have received over 14 million views. We're excited for this launch and look forward to continuing to explore the unique ways we can successfully show students the importance of STEM and the opportunities it can lead to."
Says Grant McAloon, co-ECD, Leo Burnett Sydney: "We are exceptionally proud to be working in partnership with Samsung and Questacon on Creators Wanted. It is more than work designed to educate and empower the next generation of innovators. It helps every student rethink what STEM can mean in their education."
The Creators Wanted initiative forms part of Samsung Electronics Australia's Corporate Social Responsibility portfolio, which primarily focuses on bridging socio-economic, cultural and academic divides between students and STEM education.
Client: Samsung Australia
Tess Ariotti - CSR Manager
Shaneez Johnston - Head of Corporate & Public Affairs
Agency: Leo Burnett Sydney
Executive Creative Directors: Grant McAloon, Vince Lagana
Creative Directors: Malcolm Caldwell & Ian Broekhuizen
Executive Producer: Renata Barbosa
Senior Integrated Producer: Chris Summers
Client Service Director: Amanda Quested
Group Head: Rebecca Morton
Planning Director: Emily Taylor
Senior Strategist: Annabel Jenkins
Business Director: Natasha Floyer
Production Company: The Woolshed Company
Richard Vaughan Hughes - Director
Dave Christison - Producer
DOP - Brad Francis
VFX Supervisor - Kelly Sheeran
Starcom MediaVest Group:
Senior Digital Manger: Scott Glitz
Digital Planner: Nicola Yuille
Strategist: Elaine Quirke
Account Director: Samantha Vogts
Account Executive: Alex Garner