Tasmania’s Education Department launched a website and television ad on February 2, targeting teenagers considering leaving school, with a plethora of detailed information about the options available to pursue their education.

Education Department Acting Secretary Tim Bullard said the ‘important campaign’ sent a clear message that school did not finish at grade 10.

The television advertisement shows a teenage girl being asked by her school principal about her career plans, with the girl saying she is thinking of dropping out to do “nothing”.

“I think you have a real talent for nothing,” the principal says, and tells the student she should “give nothing her best shot”.

A voiceover at the end of the ad says “Nothing happens when you drop out of school: anything can happen when you finish”.

The advertisement is embedded in a website at anything.tas.gov.au, and is being broadcast on television.

Tasmanian Principals Association president Malcolm Elliott said the Education Department had put together “what they think is going to be a catchy approach to education, which has been advised by marketing experts”.

“Some people might say the positive nature is a little bit ambiguous in that,” Mr Elliott said.

“The adult figure speaking to the younger person might intended to be tongue-in-cheek, but might be leading down a different path.

“The tone of the website itself is very positively oriented to an optimistic future.”

Former Riverside Primary principal and education researcher Ivan Webb said the ad “should be pulled immediately”.

“The government should be ashamed of itself,” he said.

“Very few students drop out through self-indulgence as suggested by the video.

“So the video is just another blow to those who have dropped out or are at risk of dropping out. It doesn't even offer support, just an appalling putdown, one that would not be acceptable in any school I know.”

Former Australian Education Union Tasmania president Terry Polglase described the advertisement as “appalling” and showed a lack of support for students in choosing career options.

Mr Bullard said the campaign had been launched in February to encourage students not yet enrolled in senior secondary courses for 2018, or to encourage students already enrolled to attend their classes.

Information on colleges, vocational training, apprenticeships and alternative pathways to grade 12 in extension schools form part of the website.

“Employers are looking for people who are connected, resilient, creative and curious thinkers, and it is crucial that as a community we continue to raise the profile and value of education in this state and encourage all of our young people to remain engaged in their education or training right through to [grade] 12,” Mr Bullard said.

He said the department undertook research to develop the campaign and found “most students” appreciated the use of comedy and reverse psychology to bring new focus on the options for pursuing their education.