The Great Teacher Challenge

Through the triennial hero campaign «Do You Have It in You?», the teacher education experienced a 50 percent increase in applicants and a strengthened status in society. How in the world did we do this?

In 2008, the Ministry of Education and Research advertised a campaign to increase the number of qualified applicants for teacher education and boost the status of the teacher occupation. Geelmuyden.Kiese was chosen as lead communication agency in 2009, and also cooperated with Try for advertising and Apt for a web solution for the campaign. Together, we staked out an ambitious goal: a 50 percent increase in the number of qualified applicants for teacher education over a three year period. The campaign lasted from 2009 to 2011, and Geelmuyden.Kiese, Try and Apt were selected again to continue the campaign in the coming years.

To recruit as many teachers as possible in a short time period, we chose a wide approach to the task including all means of communication – advertising, web and PR. The campaign was named “Do you have it in you?”, and focused on establishing the teacher occupation not only as rewarding, but also one that demands a clever mind and a strong backbone. The strategic core of the communication was that not everyone has it in them to become a teacher.

The campaign was created over one month and launched in the middle of March 2009. Many activities were executed during the campaign.

After the first year of the campaign, the number of qualified applicants increased by 20%. In 2011, we reached the goal of close to 50% growth in the number of applicants for teacher education. Current status analysis confirms that the teacher occupation’s status has experienced a strong boost in that period.