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.


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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