A group of students from the University of Kansas tackled a unique class project this year, developing campaigns to encourage young students toward STEM studies and ultimate careers in aerospace. The ability to understand and apply STEM – science, technology, engineering and math – is critical to the future of the nation, creating an educated workforce capable of meeting the challenges of the future.
The result? Four creative campaigns designed to showcase the value and benefits of STEM studies and the rewarding careers they offer. As a bonus, these 28 KU students developed a new appreciation for America’s space exploration program.
The project was the brainchild of David W. Guth, Associate Professor in the William Allen White School of Journalism and Mass Communications. Guth knew he wanted a special project for this year’s Strategic Communications Campaigns class, the capstone course for KU strategic communications students and found his inspiration in five-time Shuttle astronaut (and CSE board of advisor member) Steve Hawley, now a professor of physics and astronomy at KU.
The Coalition’s mission – to ensure continued U.S. leadership in space, science and technology – presented the perfect opportunity for Guth, a self-proclaimed fan of the space program. The Coalition partnered with Guth and his campaigns class, challenging them to build campaigns that encourage middle- and high-school students to pursue STEM education and careers and to build support for America’s ongoing program of space exploration.
The students decided to use the space program to inspire students and hopefully to improve the math and science literacy of America’s students. In 2006, American students were ranked 21st out of 30 in science literacy in developed countries, and 25th out of 30 in math literacy according to the Programme for International Student Assessment. In 2009, the National Assessment of Education Progress math tests showed – for the first time in many years – no signs of progress in fourth graders and only minimal progress in eighth grade students.
The KU campaigns teams understood these younger students will form the foundation for America’s future workforce. They also discovered that while young students believe their parents greatly influence choice of studies and careers, 40 percent said they would be unhappy in a career that involved math or science on a daily basis.
Based on their research, the teams developed a wide range of activities designed to engage youth in STEM education and careers, including partnerships with educator associations, major corporations and not-for-profit organizations, a national bus tour, and a week of television programming focused on space and engineering. They were passionate in their efforts to demonstrate the benefits of STEM educations and careers. Over the course of the semester, the teams conducted independent research, including focus groups with students across the state and interviews with Astronaut/KU professor Steve Hawley and science reporter Miles O’Brien.
Finally, in May the campaigns students gathered at the University of Kansas Union to showcase their efforts. In front of an audience that included representatives from the Coalition, each of the four teams presented its strategy and tactics, including print, video and radio advertisements. Without exception, the KU students said they enjoyed the challenge of creating these campaigns. They also said they developed a new appreciation for the space program and the many benefits it brings to their way of life, something they had not realized before beginning this project. Less than two weeks after delivering their campaigns to the Coalition, all 28 students made the traditional graduation walk down KU’s Campanile Hill, ready to face a brave new world.