0%
We partnered with the Department of Education to combat an unprecedented teacher shortage. Teaching is the lifeblood of our communities and a critical factor in shaping our children's futures, yet poor perceptions of the profession meant it was not attracting its fair share of emerging talent.
Through deep research into the behavioural barriers to teaching, we discovered a powerful insight: whilst the teaching profession itself was viewed as noble but non-aspirational, everyone had a teacher they considered pivotal in their life – the one who listened, stayed late to solve problems, or whose encouragement sparked a passion that led to success.
This insight allowed us to reframe the challenge. Rather than focusing on the profession, we would celebrate and elevate teachers themselves and the profound impact they make on students' lives.
Our Be That Teacher platform centred around an exhibition of objects showcasing real mementos that teachers had kept throughout their careers. These ranged from the expected – heartfelt letters and thank you cards – to the less expected, such as a star named for a teacher.
This emotionally powerful approach created a platform for a content-led campaign across social media, cinema, OOH, television and PR. As lead agency, we managed consultation and approvals at both Australian and State government levels, including the Prime Minister's Office and a specialist Teacher advisory panel, navigating extensive regulatory controls.
