10th of November 2023

By Dr Virginia Beal Senior Marketing Scientist Ehrenberg-Bass Institute
Published by The Conversation See original article

‘Thank you for making me feel smart’: will a new campaign to raise the status of teaching work?

Federal and state governments have just launched a A$10 million advertising campaign to “raise the status” of teachers in Australia and encourage people to consider a career in school education.

Called “Be That Teacher”, the campaign features emotive stories from eight real teachers who have positively affected their students’ lives and futures.

For example, Mr Wang, a maths teacher from Victoria talks about how a Year 10 student wrote him a note to say “thank you for making me feel smart for once”. Mrs Kentwell, a primary teacher from Queensland, spoke about holding the hand of a young blind student in a running race, while other students cheered him on.

The campaign, by ad agency Clemenger BBDO, is running across social media, television, cinema, billboards and at bus stops and train stations until next April.

Why do we need it?

The campaign comes amid an ongoing teacher shortage crisis in Australia. Federal government modelling has predicted a shortfall of more than 4,000 teachers by 2025. Last month, the New South Wales government revealed a 42% drop in casual teacher numbers meant 10,000 lessons in the state were going without a teacher each day.

We also know the number of students enrolling in teaching degrees has dropped 12% in the past ten years. Of those who do enrol, only 50% finish the degree and 20% of those who graduate leave the profession within three years.

Australian studies have also told us teachers do not feel valued by the community, are abused and disrespected by parents, and receive poor media coverage.

Is this campaign the answer? Can advertising help solve Australia’s teacher shortage?

Read the full article on The Conversation.


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