Scottish Government

Teaching Makes People

Brand

Campaign

Content

Strategy

Web Services

Read how we turned around our audience’s perception of teaching and exceeded targets.

The Challenge

Persuade audience to swap a sexy career in STEM … and teach it instead.

Our Strategic Solution

For real satisfaction:
Stop making things. Start making people.

Which we delivered through

The Teaching Makes People integrated campaign.

And brought to life across

film, display, print, experiential, email, web and more.

Teacher recruitment outdoor ad, reads as: You know how a mind works. But can you shape one? Teaching makes people.
Teacher recruitment campaign message shown in a magazine, reads as: You can build rockets. But can you start fires? Teaching makes people.
Three teacher recruitment posters shown in an underground tube station.

Resulting in

  • Over 45,000 website visits  in first 2 months.
  • +12% (double client target) in people seeing teaching as ‘an ideal career choice for them’.
  • Tripled client target for people considering applying.
  • And two Gold Marketing Society Star Awards.
707%

increase in organic traffic between Jan-Sept 2022

45 to 64

age bracket hitting key target audience

185k

increase in unique page views since launch