The Department for Education: Teaching – Lessons For Life

The Department for Education (DfE), a branch of UK government, increased interest in becoming a teacher because of its emotionally led TV campaign in the UK.

Campaign details

Brand: Department for Education Client: Department for Education Agency: Havas London

Teaching: Lessons For Life

This is a paper about the lessons learned when we took on the challenge of transforming teacher recruitment.

In 2018, the DfE faced a 5 year downward trend in teacher recruitment and a rapidly growing student population. A social stigma was mounting, and teachers were leaving the profession.

This wasn't just a recruitment problem, it was a reputation problem.

To revitalise the brand of Teaching, we needed to give it back status and respect. To do this, we would need...

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