Department for Education, the British ministry of education, has launched a new integrated campaign for the Get into Teaching service, aiming to change the way young people in the United Kingdom look at the teaching profession.
The campaign, titled Get out of the Everyday. Get into Teaching, was developed by M+C Saatchi Group UK, with the aim of bringing teaching closer to a generation that increasingly rejects careers it sees as monotonous, repetitive and lacking clear meaning. Instead of familiar messages about altruism, inspirational teachers and nostalgia for school days, the new communication speaks about the teaching profession as a space for creativity, personal growth, recognition and creating impact from day one.
The starting point of the campaign is the fact that fewer adults see teaching as a career intended for people like them. That is why Get into Teaching this time does not speak to young people from a position of duty, but from a position of ambition. Teaching is presented as a choice for those who want a job that moves them, gives them responsibility and confronts them with new situations every day.
At the center of the campaign is a hero film directed by Gary Freedman from the production company MJZ. The film follows a teacher during an ordinary Monday morning, from leaving home and taking the bus to arriving at school. What begins as a familiar everyday routine gradually turns into an energetic, almost cinematic experience of entering a profession that gives her rhythm, confidence and a sense of possibility.
The campaign continues in out-of-home and on social media, where real Gen Z teachers photographed by Ewen Spencer appear. This approach should enable young people to recognize people similar to themselves in the campaign, rather than an abstract image of a public sector profession. Large outdoor formats, hero locations and flyposting appear in less expected places as well, so the campaign can move beyond the framework of traditional public communications.
In parallel with the campaign, M+C Saatchi Consulting led the refresh of the identity of the Get into Teaching service. The new visual and strategic framework was built from the same idea as the campaign, to show teaching to the audience from a different angle and move the profession from the zone of a backup choice into the space of a relevant, ambitious career.
The project brought together teams from brand strategy, data and analytics, advertising, integrated communications, digital innovation, design, talent and influencer marketing within M+C Saatchi Group UK. Production was carried out by the group’s in-house production studio.
Media planning and buying was led by WPP 650, the specialized WPP Media team for the British government. The campaign targets audiences aged 18 to 30 and includes cinema, television, video on demand, outdoor, online video, flyposting and social media, including Snapchat, TikTok, Instagram and Reddit. Activities are also planned around major sports broadcasts, festivals and cinema premieres during the summer.
For M+C Saatchi Group UK, the task was not only to change perceptions of the profession, but to help address a broader social challenge. That is why the campaign does not present teaching as a quiet exit from the labor market, but as a profession in which young people can have influence, build their own style of work and take part in shaping the culture of new generations.
