Need

The public sector is under increasing pressure in Newfoundland and Labrador, including the education system. The expectations of parents and students are growing, while the funding is either static or decreasing. It was important to create a campaign that promoted the key role teachers play in our society.

Understanding

Key insights for the development of this campaign were that the messaging needed to be anchored in the public good that educators provide, that students needed to tell real stories of positive impact, and that a conversation of appreciation toward teachers needed to take place in the community.

Concept

For a brief, but critical period of time, teachers are there for you every single day. So, it is fitting to say “Teachers Change Lives”, and in fact, they do it “Every Day”. From this insight, “Teachers Change Lives Every Day” became the bold statement that the campaign set out to prove.

Delivery

A combination of online and offline content was developed for this campaign. Wavelight shot, directed, and edited 6 TV spots that were aired on stations around Newfoundland and Labrador. In addition to the TV spots, Wavelight produced 9 web videos for the campaign website – teacherschangelives.ca and social media.

Case Study

The Newfoundland and Labrador Teachers’ Association (NLTA) is a client of m5 Marketing and Communications. m5 worked with the NLTA to develop the “Teachers Change Lives” campaign. The NLTA recognized the need to create a campaign that promoted the key role teachers play in our society.

Wavelight Productions was engaged for the video production needs of the campaign. It was decided that a combination of TV spots and web videos would be used to reach a wide audience across the province.

The campaign was widely successful, surpassing campaign objectives. There were over 300,000 views on the web videos and video content resulted in 2,500,000 impressions online.