The Union has launched a new campaign for the Scottish Government to encourage new recruits into a teaching career in Scotland. The campaign aims to challenge perceptions of the career and showcase the variety, progression and rewarding moments that a career in teaching can provide.
Following research with teachers across Scotland, the agency found that many teachers describe the rewarding moments of their career to be moments of friendship found in staff rooms, breakthrough moments with pupils and moments where they themselves continue to learn and develop. The campaign, ‘What teaching taught me’ highlights these moments in a series of vignettes, showcasing a diverse cast of teachers and pupils.
The integrated campaign features a 30 second TV ad, a range of bitesize content that will be promoted across Instagram, Snapchat and Tik Tok, a 30-second radio advert and out-of-home executions, promoted across Scotland. The website teachinscotland.scot has been further developed by Union Digital, with helpful and interactive content that showcases the benefits and rewards of a career in teaching to increase consideration from potential candidates. In addition to this, the website now features detailed content on how to successfully apply for undergraduate and PGDE schemes in Scotland.
For those who show an interest, The Union will also be delivering a series of online virtual events where candidates can speak with experienced teachers and find out more about the role.
Union Account Director, Lyndsay Snoddon, said: “This has been an incredibly rewarding campaign to work on. Given the ambitious objectives to recruit new teachers in Scotland in 2021, we had to ensure this campaign was covering all potential touch points. With a range of media from out-of-home to online events and an intelligent, automated eCRM system, we have carefully considered the user journey and how we can lead potential candidates from awareness, through consideration and to application.”
Creative Director, Michael Hart, added: “At the heart of our education system are brilliant and inspiring teachers. We’re proud to launch a campaign that invites the next generation to follow in their footsteps.”
The campaign will run from 30th November until 15th January 2021.