Virginia Department of Education

Getting the right teachers into classrooms

With nationwide teacher shortages made even worse by the pandemic, the Virginia Department of Education needed help rethinking the way they recruited teachers. Instead of casting as wide a net as possible, we targeted the teachers our kids deserve—the ones who truly take delight in children. We developed a campaign to connect with this audience—helping them see themselves as teachers by elevating teaching from a job to a profession and giving candidates a window into the classroom experience and the lives they can affect.

The big idea

Landing page

The website takes what might be a daunting experience and makes it approachable by providing a step-by-step journey to become certified and apply. To drive candidates to the website, we launched a robust social paid program across Tik Tok, Meta, and LinkedIn in addition to running search and display ads.

Social media