The purpose of My Big Tomorrow is to improve the literacy and numeracy skills of 15 and 16 year old Australian high school students from low socio-economic backgrounds. The ultimate goal is to help them graduate from University. The initiative is sponsored by the Centre of Excellence for Equity in Higher Education at the University of Newcastle, Australia.

After extensive consultation with high school students, we determined that there was a lack of useful resources available to help them understand career choices. This is a problem Australia-wide. My Big Tomorrow was created to fill that void with inspiration, information and education. It is also designed to give them an understanding of the skills they will need in order to succeed in their chosen career.

The strategy was to connect with students around their interests and open their minds by showing a ‘day in the life’ of careers they probably haven’t heard of. We learned what students were interested in, then matched these characteristics to 93 different careers to help them discover their match. We created our own version of StumbleUpon’s ‘StumbleBar’ (the Career-a-majig) so students could randomly stumble through careers and be surprised.

The website features ‘the good’ and ‘the not so good’ about every career. It’s the real information students need and the pathways to getting there. The website includes relevant exercises for each career for students to sharpen their literacy and numeracy skills. This not only gives them a greater chance of attending University, but also a greater chance of graduation.

Our role in My Big Tomorrow: research, strategy, branding, website UX, film production, and launch event.

In partnership with Newism.