TDA Teacher Recruitment: Best in class

Research found the Teacher Development Agency (TDA) didn’t face an attitude problem with people wanting to become teachers, but a behavioural problem, in that people weren’t taking all the steps to become one. Reframing the communication task as a behavioural problem led to a radically different media strategy from ‘selling’ teaching to ‘helping’ people become teachers. A series of behavioural triggers to ‘nudge’ people through this journey was devised, turning a big decision into a series of small steps. The campaign achieved a minimum payback of £101 for every £1 spent, increasing teacher enquiries and applications to record-breaking levels on a smaller spendBest in class: how influencing behaviour with a new media strategy helped nudge teacher recruitment to record levels