IPA Effectiveness Awards 2006: Silver Award - Teacher Recruitment

Campaign title: Teacher recruitment communications, 1998-2005
Client: Training and Development Agency for Schools
Agency: DDB London
Authors: Ric Nicholls, DDB London; David Bassett, DDB Matrix
Contributing author: Sergen Ozbek, OMD Metrics
Media used: TV, print, outdoor, PR, radio, DM, ambient, press

IN A NUTSHELL: Communications recruited an additional 67,000 trainee teachers, saved the taxpayer £4.9 billion and ultimately helped better equip the next generation.

SUMMARY: The paper shows that the teacher recruitment campaigns from 1998 to 2005 have averted a major teacher supply crisis. The campaigns have reversed a situation of rapid decline, recruited an additional 67,000 graduates to become trainee teachers and helped bring about a 70 per cent rise in applications. This rise has allowed training providers to cherry-pick the best candidates, improving quality alongside quantity. The campaigns have repaid the investment and provided savings of £4.9 billion. Furthermore, the campaign has helped to increase the quality and quantity of teachers in schools, which has made children measurably better educated; this in turn has helped create a more productive economy and better equip the next generation to face the challenges of the global marketplace.

JUDGE'S COMMENT: "Teacher recruitment" was an excellent campaign forged from a perceptive truth. The scale of task was massive, tackling widespread scepticism about teaching as a career and competition from rival professions. Touching a nerve, the paper shows how the campaign re-instated teaching as a stimulating and rewarding career, fulfilling its objectives of improving recruitment levels (and probably improving retention, too!).

- Tess Alps, chief executive, Thinkbox.