"Make more, teach"
In the next decade, half of the teachers in the U.S. will be eligible to retire.
While the urgent need to fill teaching positions does create a labor crisis, it also presents an opportunity to transform K-12 education in America—by recruiting our nation’s brightest students to the profession.
To encourage the most talented students to consider careers in teaching, the Ad Council has teamed up with TEACH, a national campaign supported by Microsoft, State Farm, and the U.S. Department of Education. Together, they launched a multimedia public service advertisement campaign to demonstrate that the classroom as we know it is evolving and innovating, and teachers can make a lasting impact on generations of students.
The Make More campaign, created by ad agency mcgarrybowen, highlights the innovative, competitive,and rewarding work that can be done in the classroom. The campaign disrupts current perceptions of teaching, instead showcasing the evolution and elevated stature of the teaching career. In April 2014, Microsoft help expand the campaign by donating over 125 million impressions across Xbox 360, Windows 8, and MSN in order to encourage consumers to rediscover teaching through interactive ad units.
Campaign assets drive users to TEACH.org where they can learn about the different pathways to become a teacher, depending on their education, location and interests. Just seven months after the initial campaign launch, more than 100,000 users completed the interactive pathways. The site also connects students with information about certification for various teaching jobs and offers a national job directory for users looking to explore the landscape of potential employment opportunities.