The government’s Teacher Training Agency is launching a £7 million press and broadcast initiative to encourage graduates to go into teaching.

The campaign, created by McCann-Erickson Manchester, will use the tagline “Those who can, teach”, in an effort to combat the stereotypes surrounding the profession.

The drive is designed to appeal to high-flying graduates, focusing on the British government’s new fast track training scheme and the recently improved financial incentives.

Ads will also appear in cinemas and on beer mats and bus tickets, designed to snare students in their natural habitat.

The TTA is aiming to recruit 27,000 graduates this year. However, not everyone is impressed by the campaign: “It’s too clever by half”, complained Nigel de Gruchy, head of teachers’ union NASUWT, warning that it could become a gimmick.

News Source: CampaignLive (UK)