Albanese backs new $10m campaign to inspire next generation of teachers
A ten-million-dollar national campaign aimed at attracting the next generation of inspirational teachers launches today, via Clemenger BBDO.
The ‘Be That Teacher’ campaign is a joint initiative of the Albanese Government and the State and Territories, and follows a report from the Federal Government that projected a shortfall of over 4,000 secondary school teachers by 2025.
It was announced yesterday at Kirrawee High School in Sydney by Prime Minister Anthony Albanese, Federal Education Minister Jason Clare, and NSW Deputy Premier and Minister for Education and Early Learning Prue Car.
Car recently announced a historical pay rise for NSW teachers, the largest in almost three decades, which will no doubt help recruitment across this state.
Given the teacher shortfall is a national one, however, this creative aims squarely at the heartstrings rather than the purse-strings, with a series of eight case studies from across the country showcasing teachers who had an outsized impact on the lives and future of their students.
“Everyone, when they look back at their time at school can think about the teacher that made a difference in their lives,” Albanese said yesterday afternoon, at the launch.
“I studied economics at Sydney University because my economics teacher was the person who encouraged me to go to university and to take up the learning of that profession. And he made a big difference to my life.”
Albanese told the gathering that he was also named captain of his school rugby league team by another teacher, despite being far from the best on field.
“He saw some leadership qualities in me at that young age,” Albanese reminisced.
The national campaign launches today, across social platforms, cinema, OOH, and television. The eight films directed by Christopher Neliu show the eight beloved teachers sharing their stories, and showing off keepsakes given to them by students and subsequently treasured.
The most heartwarming of the films shows South Australian teacher Stacy Frogley and her former student, Izzy, who lives with a congenital disorder that means she is unable to walk. Frogley once suggested that Izzy may enjoy swimming; she was right – Izzy became a silver medallist at the Paralympics.
“The NSW and Australian Governments are committed to working hand-in-hand to address the teacher shortage challenges we face,” Car said.
“Restoring pride and respect to the teaching profession is key to our plan, and I am delighted to see real teachers being celebrated in this ad campaign.
“We all have a teacher who changed the course of our lives for the better, and mine was my English teacher Mrs Elborough.
“Teaching is an admirable profession, and I encourage anybody interested in education and making a difference to consider this rewarding vocation for their future.”
“You don’t really have to ‘sell’ teaching,” explains Clemenger BBDO executive creative director Tristan Graham.
“You just have to get out of the way and let teachers tell their stories. That’s when it becomes very clear that teaching is more than just a job, it’s a chance to fundamentally change young people’s lives for the better–and who wouldn’t want to do that?”
The campaign launches today, and will run for up to 12 months.
Credits
Client – Australian Government Department of Education
Clemenger BBDO
Executive Creative Director – Tristan Graham
Creative Director - Toby Kennedy
Creative Director – Brodie King
Art Director – Esther Parsons
Craft Designer – Sebastian Sarria
National Traffic Manager – Karen Kushinsky
Strategy Partner – Mike Ronkoske
Managing Director – Julian Bell
Group Business Director – Theresa White
Senior Business Manager – Lauren Mayne
Business Manager – Tom von Stieglitz
Executive Producer: Karolina Bozajkovska
Senior TV Producer: Alana Teasdale
Senior Editor: Jennifer Cahir
Executive Director Digital - Claire Bisset
Finished Art – Sam Tsui
Retoucher - Mike McCall
Production Company: FINCH
Director: Christopher Nelius
Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Matt Toll
Casting: Mackintosh Casting
Casting Director: Mel Mackintosh
Casting Associate: Pat McAuliffe
Editorial & Finish: ARC EDIT
Offline Editors: Graeme Pereira & Phil Horn
Online Editor: Viv Baker
Colourist: Ben Eagleton
Executive Producer: Daniel Fry
Producer: Kani Saib
Sound Production: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor & Holli Dee
Music: Massive Music
Composer: Haydn Walker
Producer: Luci Roe
Ryan Wheatley – Photographer
Kamilla Musland – Photographer Assistant
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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