Australia is on the brink of an educational crisis. Reports from the Department of Education warn of a staggering deficit of over 4,000 high school educators by 2025. This daunting challenge calls for innovative solutions, and the nation has responded with a captivating campaign.
A Museum of Memories: Celebrating Teachers’ Legacy
At the heart of the campaign is an exhibit – not of grand artefacts, but of deep emotional imprints. It displays genuine keepsakes treasured by teachers; mementos bestowed upon them by grateful students. These range from heartfelt notes and gratitude-filled cards to unexpected tokens like a star christened after a teacher.
Films Painting Stories of Endearment
Prominent documentary filmmaker, Christopher Nelius, has contributed eight poignant films for the campaign, focusing on teachers from diverse Australian locales. They recollect the touching narratives behind their most treasured keepsakes. As these educators narrate their stories, they journey to an exhibit where their cherished items join a sea of similar tokens. Each film concludes with a compelling invitation to viewers: “Be That Teacher.”
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One particularly moving film unravels the tale of Stacy Frogley, a teacher from South Australia, and her ex-pupil, Izzy. Despite battling sacral agenesis – a debilitating congenital disorder – Izzy transitioned from being wheelchair-bound to a Silver Medal-winning Paralympian, all thanks to Mrs. Frogley’s suggestion to try swimming. A tearful reunion between the two during the film underscores the indelible mark teachers leave on their students’ lives.
Fanning the Flames of Engagement
The campaign doesn’t merely remain on screen. Leveraging the power of social media, teachers nationwide are encouraged to pitch in with their anecdotes. These heartfelt tales will get broadcasted across various digital platforms, including a dedicated content hub: BeThatTeacher.gov.au.
Dijanna Ratajkoski, of the Australian Government Department of Education, expressed her anticipation for the campaign, saying, “While I was acquainted with the amazing stories these teachers had to tell, their emotional and uplifting narratives were beyond my expectations. I eagerly await the public’s reaction.”
Tristan Graham from Clemenger BBDO weighed in with, “Teaching doesn’t need a hard sell. Allow educators to share their tales, and it becomes evident that teaching isn’t merely a profession. It’s an opportunity to reshape young destinies positively.” The “Be That Teacher” initiative kickstarts on 1st November, engaging audiences for up to a year.
- Ms Luc Year 7 Teacher, WA (60 sec)
- Ms Kentwell Primary Teacher, QLD (60 sec)
- Mr Wang Year 10 Teacher, VIC (60 sec)
- Mr Collinson Year 5 & 6 Teacher, NT (60 sec)
- Miss Andrews Year 4 Teacher, TAS (60 sec)
- Mr Davies Year 9 Teacher, ACT (60 sec)
- Mrs Lacey Year 7 Teacher, NSW (60 sec)
CREDITS
Client –
Australian Government Department of Education
Clemenger BBDO –
Executive Creative Director – Tristan Graham
Creative Director – Toby Kennedy
Creative Director – Brodie King
Art Director – Esther Parsons
Craft Designer – Sebastian Sarria
National Traffic Manager – Karen Kushinsky
Strategy Partner – Mike Ronkoske
Managing Director – Julian Bell
Group Business Director – Theresa White
Senior Business Manager – Lauren Mayne
Business Manager – Tom von Stieglitz
Executive Producer: Karolina Bozajkovska
Senior TV Producer: Alana Teasdale
Senior Editor: Jennifer Cahir
Executive Director Digital – Claire Bisset
Finished Art – Sam Tsui
Retoucher – Mike McCall
Production Company: FINCH
Director: Christopher Nelius
Executive Producer: Corey Esse
Producer: Jackie Adler
DOP: Matt Toll
Casting: Mackintosh Casting
Casting Director: Mel Mackintosh
Casting Associate: Pat McAuliffe
Editorial & Finish: ARC EDIT
Offline Editors: Graeme Pereira & Phil Horn
Online Editor: Viv Baker
Colourist: Ben Eagleton
Executive Producer: Daniel Fry
Producer: Kani Saib
Sound Production: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor & Holli Dee
Music: Massive Music
Composer: Haydn Walker
Producer: Luci Roe
Ryan Wheatley – Photographer
Kamilla Musland – Photographer Assistant
About Clemenger BBDO
Clemenger BBDO is an Australian creative advertising agency with offices in Melbourne and Sydney. Clemenger BBDO believes that creativity is always the answer and creates ideas of value for the country’s most culturally significant brands.
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