Scottish Executive - Teacher recruitment: The great teacher round up

The Scottish Government made a commitment to decrease class sizes in Scotland and as a result needed to recruit an additional 3,000 teachers in three years. By using a fully integrated communications strategy and understanding its audience's mindset, the campaign targeted particular periods in which people were looking to change jobs. It used mixed media, including drive-time radio and commuter panels on buses and trains, to target commuters thinking of improving their quality of life and put them in touch with 'their inner teacher.' The advertising recruited over 4000 teachers in Scotland in three years, with a ten per cent increase in English teachers and a nine per cent increase in maths teachers, the two priority recruitment areas for the Scottish teaching workforce