A campaign to recognise teachers’ hard work

Brief

To develop a campaign which would make teachers feel valued and in turn increase favourability towards this long standing publishing brand.

Idea

An awards scheme that recognises exceptional teachers – the Dedicated Teacher Awards. Students, teachers and anyone with an inspiring story about a teacher were invited to send in a written or video nomination.

Result

In the first three weeks alone, 574 teachers were nominated with 411 of those coming from CUP’s target regions. The video produced to promote the scheme received 65,000 views through paid social media promotion in the first 10 days. When the deadline for entries came around, almost 4,000 nominations had been received.