It is almost impossible to overestimate the impact of good teaching on building a happy and fulfilling life, and equally challenging to convey the sense of gratitude to the teachers changing young lives on a daily basis.
This is part of the reason why "Every lesson shapes a life" is such a brilliant piece of communications. Capturing that everyday brilliance; the tiny building blocks of confidence; the constant encouragement. Those million precious pieces of kindness and guidance that years of great teaching combine to build the confidence you need to thrive.
It's particularly brilliant in the midst of a media narrative in which the extraordinary teacher is usually painted as the exception, the individual hero. Oh Captain, My Captain; the power of one. This ad conveys instead the collective virtue of teachers; a force for good and a profession of which to be rightly proud. The power of the collective far exceeding the impact of any one individual.
An ad about people who care passionately about what they are doing, by people who are clearly doing the same. What’s not to love about that?
Brand: Department for Education
Title: Every lesson shapes a life
Client: Mike Olson, head of marketing and communications
Agency: Havas London