Title	ITEACH
Brand	SÖDERTÖRN UNIVERSITY
Product/Service	EDUCATION
Category	F01. Integrated Campaign Led by Direct
Entrant	GULLERS GRUPP Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
Media Placement	GULLERS GRUPP Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN

Name	Company	Position
Johan Yilmaz	Gullers Grupp	Creative Director
Jerker Belvert	Gullers Grupp	Creative Director / Art Director
Gith Kjellin	Gullers Grupp	Production manager
Hemming Lindell	Gullers Grupp	Account manager
Ulrika Enström	Gullers Grupp	Media / PR strategist
Jonatan Belvert	Gullers Grupp	Designer
Cornelia Böttiger	Gullers Grupp	Junior Consultant
Philip Puljak	Freelance	Film editor / Grade / Sound mix
Petter Thermaenius	Freelance	Film producer / Director
Nils Cromnow	Freelance	Filmer / Photographer
Kenneth Wall	Södertörn university	Head of communication

The Campaign

The key to getting the target audience’s attention and keep a high amount of applications, lies in changing their perception of the teacher profession. How do we get them to rethink what it is to be a teacher? How do we spark the idea of becoming a teacher in people that have never even considered it? We show them how inspiring people, that doesn´t work as teacher, actually posses the same abilities as great teachers. Thus letting the status of these role models spill over on the teacher profession. The campaign follows two role models with a high status in the target audience, the rapper Rosh and football player Stefan Batan, showing how they actually posses the same qualities needed for being a teacher; the ability to engage and challenge.

Creative Execution

The key component was a film following two role models during one day, without a script, and leading up to a big concert and an important game. Through their own words and in their real life, the role models show qualities needed for being a teacher. As a young rapper with a habit for criticizing today’s norms, Rosh talks about how she feels a large responsibility to behave as a teacher on stage because fans will try and recognize themselves in her situation. Stefan Batan talks about how he needs to be a teacher 24/7 since football is a way out for young people in trouble. Campaign distribution: - Cinema ad - Full-length Youtube-film - Ad in a big lifestyle magazine - Online debate article - PR - Ambassador’s social media - Own channels Links pointed to a campaign site where it was easy to apply or tell friends.

Results

The 2015 campaign exceeded all expectations. The number of firsthand applications to SH's teaching programs increased 1769 % above the national average of educator programs in Sweden. These numbers prove how SH created a strong influence and a real relationship with the target audience. This was also in a year when the number of applicants fell in 8 out of 14 universities that educate teachers. The total number of applications increased with 21%, which is 402 % more than the national average. The number of visitors to the application website increased with 40 %. The film had a total amount of 100 000 views on Youtube and 100 000 viewers at the cinema. The campaign was SH's only recruitment activity during the year.

The iTeach campaign created a truly disruptive creative concept focused on changing the target audience’s perception of teachers in order to solve the immediate shortage of teachers in Sweden. Each part of the campaign was adapted to the target audience’s media consumption habits and their high demand for genuine communication in order to create an honest relationship with maximum influence. With a clear call to action, iTeach created a behavior-changing campaign that increased the number of firsthand applications for Södertörn University's educator programs with 1769% more than the national average of other educator programs in Sweden.

Young progressive people in Stockholm between the ages of 19-29 require communication adapted to their reality. They have a critical approach to messages that seem to be directed or polished. A survey showed that the target audience is most receptive to messages in the form of cinema advertisement. While your typical cinema ad usually is excessively directed, SH did the opposite and created genuine and down-to-earth content. The campaign was adapted to the target audience’s media consumption habits, creating a multi platform distribution. With a disruptive concept, the focus was to get the people that want’s to become a teacher to apply to SH by showing how their teaching programs are more focused on reality. And at the same time engaging the people that never once though about becoming a teacher, showing them more about the profession and in encouraging them to apply to SH.