The Department for Education (DfE) UK aims to drive recruitment by highlighting the quintessential role teachers' play in students’ life in a new advertising campaign.
The campaign is titled 'Every Lesson Shapes A Life' and is the first to be conceptualised by Havas London and features the story of a girl at various stages in her life; i.e. from her first day at school to the final day and highlights how at every stage teachers guide her through both good and bad.
Every Lesson Shapes a Life will debut on TV during Coronation Street at 20:45hrs tonight (Monday 1 October) with a 60’ edit, which will also appear in cinema during October. A 30’ edit will also air on TV and video on demand through to 6 November.
The DfE has further unveiled its new identity which comprises of new colours, logos, fonts, imagery and the strapline; Every Lesson Shapes a Life which will be implemented across all of the DfE’s teacher recruitment touchpoints including the Get Into Teaching website, Train to Teach events, graduate fairs and locally-adaptable assets for schools.
The campaign will also run across social – with additional films featuring real people telling their stories of teachers who have shaped their lives – radio, digital, email DM, physical collateral and event branding and an upcoming press and out-of-home campaign. The entire campaign is planned for four months to coincide with the start of a new recruitment year and applications for teacher training which opens on 9 October.
Chloe Saklow, deputy director, Teacher Recruitment and Conversion at the DfE, said: “By focusing on one girl’s story, we wanted to vividly demonstrate the unrivalled and positive human impact teachers have on the many children whose lives they touch. Teaching, like many other careers, isn’t without its challenges, but I can’t think of many others that are as important, or rewarding.”
Jen Black, managing partner at Havas London, said: “For this campaign, authenticity was key. We wanted to capture the years of care, patience, encouragement and support that teachers invest into the children whose lives they shape.
“That’s something we could only accurately portray through using real teachers, whose buy-in was so important. They’re unsung heroes, and we’re so proud to be working on a campaign that has the chance to help change lives for the better.”