Department for Education releases intimate portrait of the transformative impact of teaching
Placing a real teacher at the heart of its latest recruitment push, The Department for Education (DfE) has unveiled 'Tuesday' - a day in the life of a secondary school science teacher.
Department of Education 2020 campaign
To inspire more people to sign up to teach, DfE wants to highlight the unparalleled role teachers play in shaping the lives of the students they teach.
To make the message authentic, the spot stars Addison Brown, a real teacher from Bedford High School in Leigh, Greater Manchester.
Created by creative agency Havas London, 'Tuesday' shares a day in the life of a teacher. Showing that no two days are the same, Brown is seen inspiring and helping the kids at the school he teaches at.
Starting at 9am on a Tuesday, the film shows the various ways teachers can make a difference in a child's life, whether that be through education or just being someone to open up to.
The campaign is a follow up to the first 'Every Lesson Shapes a Life' which featured the story of a girl at various stages in her life – from her first day of school to the final day. It highlighted how teachers can guide pupils through the good and bad stages of life.
The film will air across national TV in the commercial breaks of popular family shows including the Great British Bake Off, Coronation Street and Dancing on Ice, as well as on video-on-demand platforms and in cinemas. It will be supported by radio executions and social activity, as well as PR by Kindred Agency.
Discussing the launch of the campaign, Chloe Saklow, deputy director, teaching - customer and brand for the Department for Education, said: “'Every Lesson Shapes a Life' continues to resonate well with both current and aspiring teachers and our new film builds on this. There are thousands of brilliant teachers helping to shape the next generation – and we want to encourage more people to join this unique and dynamic profession by reflecting one dedicated and inspiring individual whose enjoyment of what he does is as clear as it is infectious.”
Adding to this, Jennifer Black, managing director at Havas London, said: “Insofar as such a thing exists, we wanted to capture a ‘typical’ day in the life of a teacher – showcasing the creativity, variety and dynamism the career offers those within it on a day-to-day basis.
"By shifting our focus from one pupil to one teacher, we hope we’ve captured not just the remarkable dedication of teachers up and down the country, but also the immense satisfaction they take from this uniquely rewarding and worthwhile career.”
