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FCB Inferno's NCTL Spot Proves Teachers Make More Than a Salary

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The National College for Teaching & Leadership launches 360 integrated campaign

FCB Inferno's NCTL Spot Proves Teachers Make More Than a Salary

The National College for Teaching & Leadership (NCTL), an Executive Agency of the Department for Education, today launched a 360 integrated campaign, to raise the status of the teaching profession and attract high-quality graduates.

Devised by FCB Inferno, the campaign is based on the pitch-winning proposition; ‘Your Future | Their Future’.  An interactive online film, press, digital display, social, tailored CRM and DM will communicate the dual benefits that the profession can bring - benefits to both teacher and student.

Real teachers star throughout the campaign and Mr Burton from Educating Yorkshire is the frontman for the interactive film. As he walks through busy classrooms, libraries and corridors he asks the camera, “what does a good teacher make?”; he lists many achievements, like “make the gifted… brilliant”, and then ends with the reward, “It’s probably more than you think” as he closes the staffroom door. Inside the staffroom the audience is invited to interact with the teachers in the room, to view interviews or watch them teach a class.


Shot in schools in Birmingham and London, across 5 days, using 10 teachers and over 170 children the campaign will run for the duration of the recruitment year.

The campaign will be supported by PR and university campus activity. FCB Inferno has also produced full campaign guidelines and a toolkit to be used by schools for their own communications.

FCB Inferno Digital Creative Director Tim Palmer says “In order to appeal to the most talented graduates we needed to shift perceptions of the teaching career. Your Future | Their Future brings to life the highly competitive rewards on offer for teachers while highlighting the vital role they play in shaping the next generation. It really brings home the importance of a great teacher and it’s a campaign we've all been extremely proud to be a part of.”

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Media Agency

Media Agency: UM (Planning), M4C (Buying)

Production Company

Director: Kirk Jones

Producer: Barnaby Spurrier

Production Company: Tomboy Films

Post Production / VFX

Post Production Company: Glassworks

Creative Agency

Creative Agency: FCB Inferno

Art Director: Ben Edwards

Copywriter: Michael Walker

Digital Creative Director: Tim Palmer

Executive Creative Director: Gary Robinson

Planner: Michael Case

Head of Print Production: Cathy Buchanan

Strategy Director: Chris Baker

TV Producer: Mandy Boyter

Client

Advertiser: NCTL

Categories: Education, Corporate, Social and PSAs

FCB Inferno, Tue, 16 Sep 2014 09:56:09 GMT