For 14-16 year olds, the last thing on their mind is choosing what they want to be when they grow up. But the requirements are constantly getting harder, and now teenagers have to think about what they want to become even when choosing high school. On what basis do they then choose? And how do we make them listen? - Project done for Maritime Forum, responsible for recruitement within the Norwegian Shipping Industry - Aim is to tell school children more about this industry and engage them to learn more by getting our program in as a subject in schools. - Varied target audiences aiming both at teachers and children. Speaker: Iris Basic from Bouvet Advertising, Norway, Member of NORDMA

1. ATTRACTING AN UNENGAGED
AUDIENCE
How to get teenagers, the least available and least
interested audience to listen & learn

2. The Background…
• Maritimt Forum is an association responsible for recruitment for the
Norwegian Shipping Industry.
• Also responsible for making sure the Norwegian shipping companies
have enough educated employees – while the industry is growing.
• 5 years ago the Norwegian shipping Industry was perceived to only
harbour old men smoking pipes and talking weird. – They struggled
recruiting young people to the Industry.
• They wanted to modernise and show why the second largest
industry in Norway should be attractive as a potential job market.
• Main work place competitions are: pilots, flight mechanics, car
mechanics, engineers etc. – SPEED AND EXCITEMENT!

3. The Target Audience…
• The hardest groups of all…
– 14 – 16 year olds – just finished secondary school and are wondering what to
become when they grow up… Do they go to high school and on to university or do
they choose shorter high school with apprenticeship?
– 18-19 year olds – finished high school and off to university. Medicine and
Engineering studies are much more appealing as they feel they become
something good – and those studies have great profiles and reputation!
– The advisory board – Mom, Dad and teachers in school.
• Common for both:
– They all want a concrete job title – they want to become something.
– They are hard to reach, and mostly interested in three things: Movies, Food,
Travelling and Music.
– They are confused as to what they can become in the shipping industry.
– They have no clue what to study or where to apply.
– They don t know much about the life at sea and perceive it as a place for old
grumpy men or foreign workforce with low wages.

4. The Aim…
• Increase the quality of students that apply to the schools – want
more students that are good in maths, physics and engineering.
• Create positive associations among Norwegian youngsters to
working abroad in a multicultural environment.
• Create awareness of he possibilities and flexibility in working time
and wages.
• MAIN AIM:
– Improve the reputation – to become more modern and positive
– Thereby increase the number of applications to the maritime schools

5. The Concept…
• “The education that takes you one step further…”
– The education is adapted so one can choose whether to work on sea or land
– One can also study further later on and become an engineer
– Geographical metaphor – you can travel all over the world

6. The Campaigns…
• Client wish: ONE brochure
• The Result:
– MYTH CONFIRMER research
– WEB portal – “Not For Everybody” (ikkeforalle.no)
– Information program to teachers and school advisors – DM and newsletter program
– Print ads – aimed at the “advisory board” (teachers, Mom, Dad)
– Banner ads
– Cinema ads
– Mobile messaging
– Trade fares with competitions on the stand
– Annual kick-offs at different harbours where “Fish and Ships” was served

7. The new opportunity…
• From 2011 a new regulation came to schools where a new subject
was introduced: EDUCATION CHOICE
– Aim is to introduce different industries to pupils and inform about possibilities
as well as which subjects to choose in school in order to become what they want.
• Pre-requisitions are that the material is informative and educational
as well as being interesting enough to get the youngsters attention
while in school.

8. The demonstration…
• Film…