Havas London launched its teacher recruitment campaign, Every Lesson Shapes a Life, for the Department for Education (DfE) in October 2018. That campaign is continuing into 2020 with a new national TV advert to inspire people to consider teaching as a career by highlighting the special role teachers play in shaping the lives of the students they teach, as well as the positive impact it can have on their own lives.
The spot, Tuesday, stars Addison Brown, a real teacher from Bedford High School in Leigh, Greater Manchester and paints an authentic portrait of a single day in the life of a teacher to show the energy and care he pours into his job every day. It also aims to emphasise the unique nature of teaching as a career and the fact that no two days are the same.
The film will air across national TV in the UK in the commercial breaks of popular family shows including the Great British Bake Off, Coronation Street and Dancing on Ice, on video on demand platforms and in cinemas. It will be supported by radio executions and social activity, as well as PR by Kindred Agency.
It represents both follow-up and companion piece to Havas’ original Every Lesson Shapes a Life film, which followed a girl’s journey through school and the teachers who featured in it:
Chloe Saklow, deputy director: teaching – customer and brand for the Department for Education, stated, “Every Lesson Shapes a Life continues to resonate well with both current and aspiring teachers and our new film builds on this. There are thousands of brilliant teachers helping to shape the next generation – and we want to encourage more people to join this unique and dynamic profession by reflecting one dedicated and inspiring individual whose enjoyment of what he does is as clear as it is infectious.”
Jennifer Black, managing director at Havas London, added, “Insofar as such a thing exists, we wanted to capture a ‘typical’ day in the life of a teacher – showcasing the creativity, variety and dynamism the career offers those within it on a day-to-day basis. By shifting our focus from one pupil to one teacher, we hope we’ve captured not just the remarkable dedication of teachers up and down the country, but also the immense satisfaction they take from this uniquely rewarding and worthwhile career.”
Teacher, Addison Brown, stated, “The filming was a really enjoyable experience, completely different to anything I’ve done before. I’m proud to be involved in this campaign, it truly encapsulates my experience in teaching so far. As the advert shows, life as a teacher is incredibly varied and keeps you on your toes, with lots of opportunities to be creative.
“Like many jobs, teaching comes with its challenges but having a positive influence on students and seeing them succeed makes it a hugely rewarding career and motivates us every day.”
Credits:
Creative agency: Havas London
Creative Director: Lynsey Atkin
Copywriter: Sam Turk
Art Director: Paul Robbins
Managing Director: Jennifer Black
Business Director: Megan Armitage
Account Director: Claire Petzal
Account Manager: Emily Allen
Account Executive: Hannah Thomas
Executive Strategy Director: Clare Hutchinson
Strategy Director: Lizzie Haycocks
Senior Strategist: Emma Stafford
Program Directors: Sarah Barclay & Sarah Wells
Senior Agency TV Producer: Katie Wood
Assistant Agency TV Producer: Mary Musasa
Production company: Pulse
Director: 32
Producer: George Saunders
DoP: Ben Fordesman
Editor: Ellie Johnson @ TenThree
Post-production: Electric Theatre Collective
Soundtrack composer: Zebedee Budworth
Audio post-production: Factory
Audio EngineerS: Anthony Moore & Frankie Beirne
Client: The Department for Education
Head of Marketing: Mike Olson
Senior Manager (national advertising): Nicola Keane
Senior Brand Manager (broadcast & social): Joe Hill
Assistant Campaign Manager (broadcast): Tom Clements
Assistant Campaign Manager (social and audio): Sophie Gray
