TDA Teacher Recruitment: Best in class: how influencing behaviour with a new media strategy helped nudge teacher recruitment to record levels

Research found the Teacher Development Agency (TDA) didn’t face an attitude problem with people wanting to become teachers, but a behavioural problem, in that people weren’t taking all the steps to become one.

TDA Teacher Recruitment: Best in class: how influencing behaviour with a new media strategy helped nudge teacher recruitment to record levels

Principal Authors: Dom Boyd; Alex Vass and Ami Smith – DDB UK; James Caig – MECContributing Authors: Les Binet and Sarah Carter – DDB UK

EDITOR'S SUMMARY

We knew behavioural economics would make a showing in this year's awards and I have to say I worried about post-rationalisation or people talking about the principles and not delivering throughout the implementation of the campaign. However, this paper really delivers with a clear reframing of the issue and a brilliantly...

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