Brief Overview
Client: BC Government - Ministry of Education and Child Care
Problem
Many students misuse AI tools for academic dishonesty due to a lack of awareness about integrity policies or because they undervalue certain courses. There is a need to educate them on academic integrity and the consequences of AI misuse.
Ask
To address this issue, the Ministry will launch an awareness campaign encouraging students to avoid cheating. The campaign includes school talk sessions led by Ministry representatives, covering proper AI use, the importance of academic integrity, and time management strategies.
Deliverables
- Video campaign
- Three executions
- 30 second length
Why do students cheat?
To understand the core issue, we asked why students cheat in the first place. Secondary research revealed that their behavior stems from an education system that prioritizes grades over learning, leading students to value performance more than understanding.
Big idea
"When you cheat in school using AI, you are cheating yourself out of an education"
With this big idea we aimed to shift the focus back to valuing learning over grades. It encourages students to see education as personal growth rather than just performance.
Visual Metaphor
- A clone of you cheating you (in a game, sport, or talent show) as a metaphor for cheating yourself.
- Tie metaphor back to education and AI through initial dialog that suggests cheating and supers.
- Use of school day-to-day scenarios
