The shortage of accountants in Australia, has led the Institute of Chartered Accountants to launch its latest commercial. Aimed at students, the sophisticated advertisement showcases the international opportunities enjoyed by the profession and encourages those wishing to launch a successful corporate career in some of the leading capital markets of the world, to consider becoming a Chartered Accountant. 
 
The urbane advertisement, officially launched into cinemas across Australia on 25 September 2006, continues to build on the Number One In Numbers positioning, showcasing the global transferability of the Chartered Accounting designation and the diversity of the profession. 
 
CEO of the Institute of Chartered Accountants in Australia, Graham Meyer, said prior to developing the new campaign research was carried out with students to find out what appealed to them in deciding on a career path.  
 
“The research suggested that we needed to promote our designation as having more global opportunities and greater flexibility. As a result, our commercial highlights the diverse range of lifestyle and career opportunities available as a Chartered Accountant,” Mr Meyer said. 
 
The reality is that Chartered Accountants are now working in more than 100 different industries, across more than 100 countries and in more than 1000 cities throughout six continents. Seen as the premium brand with a stellar reputation, the Chartered Accountant designation provides unrivalled access to the world’s leading capital markets. 
 
In a recent survey with more than 960 university students, the Institute revealed that travel was a top priority for young people with up to one in three respondents indicating they wanted to move overseas in the next three to five years. 
 
The advertisement appeals to students who desire the opportunity to travel through its message “six continents … a thousand cities…a million options… one qualification”. It also highlights the Chartered Accountants’ membership in the world’s largest accounting body, the Global Accounting Alliance (GAA). The Institute is a founding partner of the Alliance, which represents more than 700,000 of the world’s leading professional accountants.  
 
The campaign will be run on television and the big screen until June next year.  
 
“While some might argue that promoting travel opportunities will not help in counteracting the skills shortage, the truth of the matter is, that with the dwindling number of students choosing to study accounting, it has become imperative that we show the profession to be the dynamic, global and diverse profession that it is,” Mr Meyer said. 
 
The commercial’s official launch also coincides with the launch of the Institute’s new website www.charteredaccountants.com.au. 
 
“The new look commercial and website is part of the Institute’s move to enhance the image of the profession and to encourage more people into a career in accounting, through communicating the benefits of a career as a Chartered Accountant,” Mr Meyer said. 
 
In addition to the advertisement and website, the Institute will continue to promote the Chartered Accounting career through various careers marketing activities such as uni visits, careers fairs, work experience programs and Employment Evening.