Teach the Future

The Brief

 
The Victorian Government’s investment to build the Education State is transformative. And it’s coming at just the right time. 

The world around us is changing. Technology has forever altered the way we work – and learn – in new and exciting ways. We need more teachers than ever before. People to lead the path. To inspire passion. To Teach the Future.

Idea

We needed to present teaching in a new light. To shift the public perception and show people that this is an exciting, rewarding and challenging career choice where you can actively make a difference and prepare young people for the future. 

Think HQ developed a creative campaign concept for the Victorian Department of Education and Training to do just that. We would show potential teachers that teaching isn’t about standing in front of a classroom – it’s about embracing everything that’s exciting and new about the world and sharing it with your students.

Outcomes

Think HQ produced the ‘Teach the Future’ campaign in its entirety – from creative concept through to execution and delivery. 

The campaign includes a 30’ edit across TV and cinema, a 15’ edit on TV and video on demand, 6 15’ edits on social channels, as well as radio, digital, press and out of home executions. 

While the campaign is ongoing, effectiveness will be measured through a combination of percentage-reach of the target audience, website hits and overall campaign feedback.

Initial results show the campaign is resonating with the target audience of school-leavers and people considering a career change. In the first few weeks of the campaign (between December 1–18), the campaign website received almost 9,000 visits, with users spending an average of six minutes on the site.