We want to change the image of science, and promote scientists and engineers to the rockstar status. We want to show the general audience (and especially K-12) that science can be as cool as an extreme sport, and that scientists can be awesome individuals working on awesome things. We want to give younger generations new idols to look up to, and new topics to gain interest in.
Our mission is not to provide educational material, but to provide a door to educational material. If the promotional science and engineering videos from our competition catch the attention of young people, those same young people will want to learn more, and will get pulled into the educational videos and classes that are becoming popular online.
We don't just want to target the youngster that already wants to be a scientist - we want to target the youngster that never would have thought science could be as cool as skateboarding or skiing.