About This Project
Summary
Many kids are told the jobs they'll have when they 'grow up', haven't been created yet, increasing anxiety - we wanted young people to know that focusing on STEM & STEAM skills today can help them #GetAnywhere tomorrow (inside AND outside of traditional science and tech pathways). Ax paid and earned, we aimed to raise aspirational awareness of heroes who used STEM to find real-world opportunities, we aimed to boost pursuit of STEM learning, and further position FIRST programs as a key solution.
Goals & Objectives
Multichannel distribution raised awareness among those who a) might participate in FIRST b) be adult supporters and engage their children and c)partner with FIRST. The digital strategy drove traffic to the site, where users spent an impressive average of 3.3 minutes on the landing page.
Results & Impact
reached millions of parents, volunteers, corporate sponsors and supporters. We launched a national television campaign on “TODAY” & “Good Morning America,” & partnered with FastCompany to amplify content to innovation-minded parents & STEM groups driving traffic to FIRST!
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