The Department for Education’s 2018/19 national ITT marketing campaign launched last Monday (1st October) and the DfE have asked us to share some information about it with members.


New campaign strategy

The new campaign brings with it a brand-new strategy based around the core message that ‘every lesson shapes a life’. The aim is to challenge the way people think about teaching and demonstrate the lasting impact that teachers have on young people’s lives.

Research has shown that pulling the heartstrings in this way is motivating and powerful for both potential ITT candidates and for influencers such as teachers and parents.


TV advert

At the heart of the campaign is an ambitious new TV advert. It follows the story of a girl named Abi from her first day at primary school to her last day at secondary school, capturing moments with her teachers that shape the adult she will become.

As always, it features real schools and teachers, and was shot in London at Earlsfield Primary School and Enfield County Upper School.

The advert premiered on primetime national TV in the first week of October, with a shorter version running in bursts throughout the year. It will also be shown in cinemas later in October.


Across the media

In addition to the TV advert, look out for the campaign elsewhere. On radio and social media you’ll hear moving real-life stories of how teachers have shaped lives, and in the press, you’ll see a range of bright new adverts. The Get Into Teaching website also has a new look.

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