Scottish Executive - Teacher recruitment: The great teacher round up - IPA Effectiveness Awards Case Study 2008

Brief Description: The Scottish Government made a commitment to decrease class sizes in Scotland and as a result needed to recruit an additional 3,000 teachers in three years. By using a fully integrated communications strategy and understanding its audience's mindset, the campaign targeted particular periods in which people were looking to change jobs. It used mixed media, including drive-time radio and commuter panels on buses and trains, to target commuters thinking of improving their quality of life and put them in touch with 'their inner teacher.' The advertising recruited over 4000 teachers in Scotland in three years, with a ten per cent increase in English teachers and a nine per cent increase in maths teachers, the two priority recruitment areas for the Scottish teaching workforce ;---(TAGS)--- Full Title: Scottish Executive - the great teacher round up ; Number: 2008/38 ; Brand Name: Scottish Executive - Teacher Recruitment ; Client: Scottish Government ; IPA_ProductCoding: Government Departments (Public service recruitment - armed forces, police etc.) ; Education (Teacher recruitment) ; Agency: Mediacom Scotland ; Newhaven Communications ; Author: Charlie Crawford - MediaCom Scotland, Ken Dixon - Newhaven Communications ;