Launch of scheme to popularise science and technology among young people

17/3/98

Western Australia is launching an innovative campaign to popularise science and technology among young people.

Commerce and Trade Minister Hendy Cowan says the campaign - a national trendsetter - is aimed at countering negative perceptions of science and technology among people of high school age, as revealed by extensive market research.

The initiative flows from the Western Australian Government's adoption of the State's first Science and Technology Policy last year.

Under the banner theme, 'Science and Technology: Do What You Wanna Do'," the campaign takes the battle to raise awareness directly to the young.

The main vehicle in the campaign is a 30-second cinema advertisement which will be supported by radio advertising, posters, bus signage and a unique web site.

On each visit to the web site - www.sciencenow.com.au - a young person can enter a competition by answering a science and technology question, thereby participating in weekly and monthly prize draws.

Mr Cowan said the Government recognised the need to heighten the level of appreciation of science and technology among youth and, in particular, the fact that it led to many of the jobs which young people see as desirable.

"Science and technology underpins so much of our modern standard of living, yet many young people are afraid to embrace it or value it," he said.

"The future of industry depends on the widespread application of scientific and technological innovation in so many fields, ranging from manufacturing to transport to education and communications.

"New generations have to be willing to seize upon science as a key to employment growth, environmental management, health, leisure and many other facets of society."

In planning the campaign, researchers who consulted boys and girls aged from 12 to 16 found a disturbing sense of alienation from science and technology, with a wide range of causes.

Typically, the subject was often considered boring and difficult.

Other young people said they perceived science as a double-edged sword, bringing progress and improvement, but also environmental destruction and upheaval. Strong incipient interest was often buried under layers of feeling like a misfit and a terror of appearing uncool.

Mr Cowan said that while there was considerable evidence of strong interest in science and technology, the negativity and lack of awareness of the vast range of activities and occupations within the area was remarkable and of great concern.

"To continue to be a successful society in the future, Australia must be adaptable and proficient in science and technology," he said.

"This means active involvement by many people from an early age. The campaign strikes the right note. It will engage young people and help break down their perceived negativity.

"'Science and Technology: Do What You Wanna Do' demonstrates the broad range of S & T activities to young people and the positive relevance to their lives, including their possible careers. The tone is contemporary, vital and highly credible."

Media inquiries: Peter Jackson 9222 9595

Access to the cinema commercial: David Owen, Bowtell Clarke & Yole, 9381 4343