PBS Reno
The Challenge
STEM (Science, Technology, Engineering, and Mathematics) careers are expected to grow nearly three times as fast as non-STEM jobs over the next few years. To get soon-to-be graduates excited about STEM opportunities, PBS Reno developed STEM Works, a series of fun, informative videos showcasing the day-to-day of various STEM careers.
When PBS Reno called on us to promote the STEM Works series, the challenge was clear: How do we get high school and college students to watch career videos without making it feel like homework?
What We Did
To effectively reach and engage students we went where this younger demographic already is — YouTube and TikTok. We used a mix of 15-, 30- and 60-second video ads to spark interest in STEM careers, with each ad focusing on a specific field within STEM (e.g., medicine, aviation, firefighting, veterinary science). Ads guided viewers to learn about other exciting STEM careers by clicking through to a playlist of STEM Works videos.
The Results
