|标题||Every Lesson Shapes a Life|
|广告战役||Every Lesson Shapes a Life|
|广告主||Department for Education|
|品牌||Department for Education|
|广告口号||Every Lesson Shapes a Life|
|剧情简介|| Ever Lesson Shapes a Life is our emotive first Government campaign represented a fundamental shift in messaging for the Get Into Teaching brief – highlighting on the unparalleled role teachers play in shaping young people’s lives rather than the more functional benefits of a career in teaching.|
The huge campaign, turned around in just four months, spanned TV, cinema, social, OOH, press, radio, digital, DM, physical collateral, event branding and a new brand identity and strapline.
|哲学|| The Department for Education in recent year have been facing significant problems around teaching recruitment. Each year it was getting harder.|
Teaching as a profession had lost the desirability factor, and the job market was increasingly busy and fragmented. Whilst the vast majority of the population thought of teaching as an ‘important profession’, far fewer would consider it a job ‘for me’.
In order to reach the Department for Education’s ambitious goal of 23% more teachers, we stepped in with a new approach and identified two key roles for communications. We wanted to inspire a new respect and appetite for teaching, and we wanted to nudge people through the journey to application.
Through extensive research with prospective teachers, current teachers and ex-teachers, we discovered that there’s three universal motivations to teach: to make a difference, to change kids’ lives, to change the world.
|问题|| It became clear that inspiring kids was about small, seemingly insignificant moments that had a momentous impact on shaping people’s lives. For teachers, inspiring ‘WHO’ a child becomes is as important as, if not more important than, influencing ‘WHAT’ they become.|
It was through this lens, of teachers as ‘life changers’, that we would reveal teaching for what it truly is, reinvigorate the profession, and rediscover the purpose at its heart.
|结果|| Teaching Shapes Lives|
The campaign has been and continues to be a huge success and is outperforming all previous in tracking, with the ad tracker showing a 12pp rise in pride in the profession amongst prospects. By week 29 it was the strongest for web registrations in two years, with new teacher recruitment being 23% ahead of target since launch.