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...