Department for Education: Every Lesson Shapes a Life

The Department for Education (DfE), a branch of the UK government, increased interest in becoming a teacher because of its emotionally led campaign in the UK.

Campaign details

Brand: Department for EducationLead agency: Havas London

There was a downward trend in teacher recruitment that resulted in a storm of media negativity.

This wasn't just a recruitment problem, it was a reputation problem. Reversal required a radical new strategy to attract more people to teaching.

Strategy

Teaching needed its status and respect back.

The campaign repositioned teachers as "life shapers" to move away from financial incentives and rebuild the profession's brand.

Insight came from talking to anyone who had been taught: they all remembered the one teacher who impacted their life.

Their stories helped...

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