The Background
Though teachers serve an essential purpose in the development and maturation of all the children they work with, the profession is often dismissed as a menial, temporary job that pays little and receives little credit. As a result, many communities have historically lacked good teachers who can serve as ideal role models for their students, and especially good teachers who represent the communities they serve. Teach.org, founded by the U.S. Department of Education, was seeking to increase recruitment of diverse individuals into becoming teachers and enhancing the overall perception of the profession.
The Challenges
Enhance the perception of a job historically considered menial and unimpressive
Recruit talented individuals who reflect the very communities they serve
The Solution
Sensis conducted market research to define target audience personas and uncover career insights and motivators of GenZ and Millennial job seekers and their perception of the teaching profession. Based upon that proprietary research, Sensis developed a series of TV/Video Public Service Announcements and Broadcast radio commercials highlighting the benefits of a teaching career. With a focus on Black and Latino Millennials and Gen Z, our ads were built around a powerful insight: “Becoming a teacher is an opportunity to shape the future, re-invent the modern classroom, and prepare society for tomorrow’s challenges.”
The Outcomes
Since launching in late 2020, our campaign has generated over 209 million impressions and driven 3,345 tracked enrollments in teacher training and certification programs. Our campaign increased digital traffic to Teach.org and requests for information about paths to becoming a teacher rose by 23% in January 2021 over January 2020.
Agency: Sensis