The brief

Encourage students, graduates and potential career changers to consider teaching as a career.

How we made positive change

We positioned teachers as the ‘Original Influencers’ and demonstrated the impact that teachers can have beyond the classroom years. By telling the stories of motivated, inspiring and engaging individuals who can make learning, and life, exciting for young people – we positioned teaching as a career like no other.

We focussed on the times of year (and of their lives) when people might be more inclined to make the switch to the classroom. And achieved a steady drumbeat of positive media coverage, alongside engaging content to inspire and reassure potential candidates.

Impact

93m

opportunities to see campaign coverage

300

pieces of national and regional press coverage

A positive uplift in visits to the website during campaign launches

65%

of all UK career changers were reached