Creativity

Teaching Is Exciting! Ad Council Fights National Teacher Shortage

See Epic Classroom Battle to Conquer Fractions

By Lindsay Stein. Published on Aug 29, 2017

Editor's Pick

America is facing a shortage of teachers, which could have an impact on 10 million students by 2021. The Ad Council, Teach.org and DigitasLBi have teamed up to launch a campaign to help combat this growing national crisis.

The PSA, dubbed "Teachers Have Better Work Stories," aims to increase interest in teaching among students by reframing the profession as much more exciting than other typical jobs. The number of students majoring in education is currently at its lowest point in 45 years.

In one of the TV spots, "Victory," a woman asks her boyfriend (a teacher) how his day was and he goes into an epic, war-movie-like description of a student trying to conquer fractions in class. The boyfriend then asks how her day is, and she gives a quick, mundane response. (In another spot, "Camping," a teacher has the best tale when she shares her scary story about a zombie virus outbreak, as acted out by her class).

"Teaching has long been considered and probably is one of the most noble professions out there, but I think we're at a point in history where there are so many career options and if I'm a high-achieving graduate, there are more choices now than a decade or five years ago," says Atit Shah, executive-VP and head of new brand experiences for North America and executive creative director for New York and Atlanta at DigitasLBi.

He adds that the campaign is looking to drive students to check out Teach.org by showing them that teaching is "an amazing chance to bring up a new generation and practice a whole range of creative and autonomous skills."

Additionally, Shah says the campaign hopes to increase more interest in teaching among diverse students. However, he says the agency didn't want the creative to be too much about race or minority issues, so it decided to just make subtle choices, such as around casting. (The couple in the "Victory" spot is an interracial couple.)

The campaign, which was a pro bono effort from DigitasLBi, includes creative that will run across TV, radio, digital, social media, print and out-of-home. Media is being donated to the initiative through Ad Council and Teach.org partnerships and launch partners include Defy, BET Networks, Blavity, Facebook and LinkedIn.

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About

Credits

Date
Aug 29, 2017
Agency:
DigitasLBi
Chief Creative Officer:
Ronald Ng
Client:
Ad Council
EVP, Executive Creative Director:
Atit Shah
SVP, Group Creative Director:
Jenny Awasano
VP, Creative Director:
Zoe Bell
VP, Creative Director:
Dave Roth
VP, Creative Director:
Spencer Black
Senior Designer:
Julian Baker
Head of Creative Strategy:
David Chriswick
VP/Group Director, Creative Strategy:
Brian Sherwell
Senior Creative Strategist:
Lauren Brown
Creative Strategist:
Mel Gray
SVP, Head of Production:
Peter McCann
Executive Producer:
Dana Thompson
Producer:
Kevin Grover
VP, Group Director:
Katie O'Neal
VP, Group Director:
Martin Anderson
Account Director:
Sarah Bernstein
Associate Director, Project Management:
Emily Kindlin
Manager Project Management:
Lauren Kurfirst
Associate Project Management:
Molly Liebeskind
Executive Director Business Affairs:
Maria Elia
Associate Director Business Affairs:
Justina Galvin
Production Company:
O Positive
Director:
Jun Diaz
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill
Executive Producer:
Ken Licata
Line Producer:
Devon Clark
Director of Photography:
Richard Henkels
Editorial Company:
Mackenzie Cutler
Editor:
Dave Koza
Assistant Editor:
Zoe Newman
Executive Producer:
Gina Pagano
Sound Mixer:
Sam Shaffer
Telecine:
Company 3
Colorist:
Tim Masick
Radio Audio Post:
Prodigious
Sound Mixer:
John Grant
Original & Licensing:
Beta Petrol
Producer:
Rachel Lightner
Producer:
Ailbhe Fitzpatrick
Sound Design & Mix:
Brent Asbury
Composer:
Alvaro Morello
Composer:
Paul Damien Hogan III
Wind Instruments:
Steven Lyon
Music Company:
APM
Music Company:
Search Party
Music Company:
Beta Petrol

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