A very exciting education and training project called “ALife” commenced filming with the Seafood CRC Oyster Consortium as the movie talent during July 2008.

The ALife project aims to replace the Careers Guide - a heavy, cumbersome printed book that is given to all school leavers in Australia to assist them in choosing a potential career and deciding whether further study is required after high school to pursue a chosen career path.

Knowing there was a better way, Lifeworks Media developed “A-Life”, a cutting-edge, interactive multimedia vehicle using film and contemporary graphic imagery, similar in nature to FaceBook and YouTube, designed to engage Generation X and Y and allow them to make more informed career path choices.

All the technology used in ALife can also be downloaded on to mobile phones and iPods allowing the information to reach the target audience in the most effective way.

The project is also endorsed, hosted and promoted by Rove McManus (Australian TV celebrity) and Ada Nicademou (actress on Home and Away and other Australian television shows).

100 different profiles and diverse career options are presented in the ALife project ranging from accountancy to clock making to engineering (i.e. white collar to blue collar).

The CRC decided to invest in one profile (the oyster consortium were eventually chosen after an audition process) so now we have the Australian seafood industry represented on there too!

Expansive national distribution of the ALife project will ensure 3 million DVDs for the next three years will be going out to all schools, TAFEs and universities in Australia. Together with major newspapers, as well as back up marketing through an interactive website and a call centre.

A detailed evaluation processes will also occur and will be provided to the Seafood CRC 12 months after the launch of the project.

Click on the Alife link under the "education and training" sub heading to discover more!

This page last updated: 23rd September 2008