Creativity is not a Number

How we leveraged a mammoth TikTok trend to change preferences (and perceptions)

Client
Collarts
Skill
Social strategy

Problem

ATAR, the grading system used to rank the academic ability of year 12 students, unfairly grades creative subjects far harsher than traditionally more valued and safe STEM subjects. Making it extremely hard to get a ‘good’ number with only creative subjects.

Insight

Students were deliberately gaming the system, selecting subjects they had no interest in to get a better score and, therefore, attend a better university. Meaning they were either not pursuing their true passion or simply ‘out-scored’ by those willing to play the game.

Solution

Creativity is not a number. So, we removed the ATAR as an entry barrier for students to Collarts and hijacked the narrative online with a campaign to smash the ATAR (with creativity) for good. The stories launched as year 12 students were revealing their ATARs live on TikTok, tapping directly into the conversation and offering reassurance that life doesn’t end with a number.