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TDA Teacher Recruitment: Best in class

IPA Effectiveness Awards Case Study 2010

Research found the Training and Development Agency for Schools (TDA) didn’t face an attitude problem with people wanting to become teachers, but a behavioural problem, in that people weren’t taking all the steps to become one. Reframing the communication task as a behavioural problem led to a radically different media strategy from ‘selling’ teaching to ‘helping’ people become teachers. A series of behavioural triggers to ‘nudge’ people through this journey was devised, turning a big decision into a series of small steps. The campaign achieved a minimum payback of £101 for every £1 spent, increasing teacher enquiries and applications to record-breaking levels on a smaller spend.

2010 Awards


GoldGold Award
Best Multi-Channel
The Channon Prize for Best New Learning

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