It may be nearly a quarter of a century since Tony Blair hailed New Labour’s priority as “education, education, education”, but for teachers with over a decade of experience, retention rates are now at the lowest level seen since the data was first published in 2010.
In fact, a decade after qualification, only 59% of teachers remain in the profession, compared to over 65% a decade ago, with 39,930 teachers leaving for reasons other than retirement in the past academic year.
Naturally, this presents a huge challenge for the Department for Education and its agency, Havas London, which has just launched a new campaign “Grow Like Only a Teacher Can”, designed to inspire and attract a new wave of talent to the profession.
Aiming to increase recruitment, the activity is designed to shine a light on the numerous benefits that come with being a teacher, including those which are less known to the public, such as varied career paths and salary benefits.
At the campaign’s core is a film that features real-life maths teacher, Benjamin Goodwin. Directed by Bafta-nominated director Bassam Tariq and produced by Pulse Productions, the film traces Ben’s journey as a teacher from his first day, and aims to show teaching as a diverse and fulfilling profession that offers endless opportunities for personal and professional growth.
The film builds momentum throughout, and crescendos with the resounding message of the brand platform “Every Lesson Shapes a Life”.
Accompanying the film is a 40-second version and a series of cutdowns tailored for social media platforms. They sit alongside OOH and social activity, which were shot by photographer and director Juanita Richard.
Further emphasising the campaign sentiment, the OOH and social ads relay the support available from the “Get into Teaching service” for prospective teaching candidates and address topics such as starting salaries for teachers “With a £30k minimum salary, it pays to do what you love.”
The campaign builds on Department for Education’s brand platform, “Every Lesson Shapes a Life” which launched in 2018, followed by a second instalment in 2020. In 2022, Havas London was reappointed as creative and strategy lead for the DFE’s teacher recruitment business following a competitive pitch.
Workforce Recruitment Campaigns deputy director Chloe Saklow said: ‘’We’re thrilled to be evolving the ‘Every Lesson Shapes a Life’ campaign. Grow Like Only a Teacher Can aims to widen the appeal of the profession through showing our audience that, as well as being an exciting, fulfilling career that will enable them to make a meaningful difference, Teaching is rich in opportunities that will allow them to fulfil their potential.’’
Havas London executive creative directors Andy Garnett and Dan Cole added: “It was crucial to engage our audience in a way that would appeal to their career needs while staying true to this exciting profession.
“By casting real teachers and students, we ensured the authenticity of the role shined through. And by showcasing the many benefits of the job – from personal growth to changing lives (both the students and their own) – we aimed to inspire the next generation into the profession through an exciting new prism.”
So, what is the consensus around the Decision Marketing office?
Well, having seen this, we might be tempted to get into then teaching profession ourselves. The kids seem pretty well-behaved, ready to be inspired and eager to learn, and it appears like everyone is having so much fun in the classroom and the playground (way better than our school days when all the teachers did was hit you).
In fact, it does make you wonder why teachers are leaving the profession in their droves?
But talk to most teachers and they will educate you on the reality of the situation. They argue that maybe, just maybe, instead of ploughing millions into recruitment campaigns to plug the gaps, the DfE should stop messing about with the curriculum, ditch damaging league tables which put schools at direct competition with each other, fire the Ofsted monsters and ensure teachers’ pay keeps up with other sectors. Then, just then, teachers might not be in a constant state of stress and anxiety.
To be fair, Havas has done a great job in bigging up being a teacher, but sadly it seems the education system is currently rotten to the core.
Decision Marketing Adometer: A “nice work, shame about the reality” 7 out of 10
