TitleEvery Lesson Shapes a Life
Agency
Campaign Every Lesson Shapes a Life
Advertiser Department for Education
Brand Department for Education
Date of First Broadcast/Publication
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline Every Lesson Shapes a Life
Story

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. 

Philosophy

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. 

Problem

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. 

Result

Teaching Shapes Lives


This campaign highlights the unparalleled role teachers play in shaping young people’s lives rather than the more functional benefits of a career in teaching.

While it’s still early days, new teacher recruitment is now 23% ahead of target since launch. 

Media Type Case Study
Length

Our Work