Did you know that 64% of Millennials would rather make $40,000 a year at a job they love than make $100,000 a year at a job they think is boring?
In other interesting news, there is a 44% underemployment rate among recent college graduates, yet only 9% of top-performing college students say they plan to go into teaching. Clearly, this is a societal problem in need of a strong communications solution.
The Ad Council, TEACH.org, and Digitas worked to create a campaign that reframes the teaching profession – with the goal of attracting a diverse population of high-performing college students.
I like the use of narrative storytelling as the centerpiece of the campaign. It’s a smart way to position teachers and teaching as the more interesting choice.
Creative Agency: Digitas
• Chief Creative Officer: Ronald Ng
• EVP/Executive Creative Director: Atit Shah
• SVP/Group Creative Director: Jenny Awasano
• VP/Creative Director: Zoe Bell
• VP/Creative Director: Dave Roth
• VP/Creative Director: Spencer Black
• Senior Designer: Julian Baker
• Head of Creative Strategy: David Chriswick
• VP/Group Director, Creative Strategy: Brian Sherwell
• Senior Creative Strategist: Lauren Brown
• Creative Strategist: Mel Gray
• SVP, Head of Production: Peter McCann
• Executive Producer: Dana Thompson
• Producer: Kevin Grover
• VP/Group Director: Katie O’Neal
• VP/Account Director: Martin Anderson
• Account Director: Sarah Bernstein
• Associate Director, Project Management: Emily Kindlin
• Manager, Project Management: Lauren Kurfirst
• Associate, Project Management: Molly Liebeskind
• Executive Director, Business Affairs: Maria Elia
• Associate Director, Business Affairs: Justina Galvin
Production Company: O Positive
• Director: Jun Diaz
• Exec Producer: Ralph Laucella, Marc Grill, Ken Licata
• Line Producer: Devon Clark
• DP: Richard Henkels
Editorial Company: Mackenzie Cutler
• Editor: Dave Koza
• Asst. Editor: Zoe Newman
• Executive Producer: Gina Pagano
• Sound Mixer: Sam Shaffer
Telecine: Company 3
• Colorist: Tim Masick
Music Companies:
• APM
• Search Party
• Beta Petrol
