The Australian Government’s Women in STEM Ambassador has appointed media agency PHD to develop Future You, a national initiative to raise awareness of careers and study in science, technology, engineering, and mathematics (STEM) among children aged eight to 12 years old and their parents and carers.

The initiative aims to address the challenge of women and girls being underrepresented in STEM education and careers in Australia.

PHD collaborated with the Office of the Women in STEM Ambassador to develop the concept Future You, which takes an evidence-based approach to ensure the initiative resonates with target audiences.

The initiative features 12 Future You heroes including a Builder, Gold Miner, Farmer, Nurse, Moon to Mars Mission Director, Ecologist, and Game Designer.

The Future You website provides a resource for primary school-aged children - and their parents and carers - on the topic of STEM, where children can play interactive games and take a STEM job quiz.

Future You is led by the Women in STEM Ambassador and funded by the Australian Government’s $1.5 million Women in STEM National Awareness Raising Initiative.

The account was awarded to PHD earlier this year in a pitch that saw the media agency pitching against creative agencies.