Campaign details

Brand: Department for Education
Lead agency: Havas London

There was a downward trend in teacher recruitment that resulted in a storm of media negativity.

This wasn't just a recruitment problem, it was a reputation problem. Reversal required a radical new strategy to attract more people to teaching.

Strategy

Teaching needed its status and respect back.

The campaign repositioned teachers as "life shapers" to move away from financial incentives and rebuild the profession's brand.

Insight came from talking to anyone who had been taught: they all remembered the one teacher who impacted their life.

Their stories helped Havas London realise teaching doesn't just influence what you become; it inspires who you become.

The purpose of teaching was elevated from "inspiring children" to "life changing".

The profession still needed a clear and confident identity. This was done with the rallying cry of a new TV execution to launch the new positioning.