East Side Union High School district educates over 24,000 students in Santa Clara county. Their curriculum includes Career Technical Education (CTE) Pathways, giving students the chance to explore top growing industries while in secondary school.
People have a really hard time making decisions for our future selves and taking actions that serve to benefit ourselves later.
That’s why we have trouble saving for retirement, eating healthy, etc. We knew this would be even more pronounced in teenagers (middle schoolers) as they make choices that can benefit their later careers. How could we use behavioral science to convince them to bypass their inability to plan for their future?
Knowing this and with the knowledge that more information does not lead to better results, we tapped into loss aversion, instead. Because, what do teens want more than anything else? To belong.
We created messaging & imagery that highlights the natural fear of being left behind, better known by our teenage audience as FOMO (fear of missing out). This allowed us to herd our teens into career pathway programs that will help them in the future.