EVERY LESSON SHAPES A LIFE
Title | EVERY LESSON SHAPES A LIFE |
Brand | DEPARTMENT FOR EDUCATION |
Product/Service | GET INTO TEACHING |
Category |
A13. Not-for-profit / Charity / Government |
Entrant
|
HAVAS LONDON, UNITED KINGDOM
|
Idea Creation
|
HAVAS LONDON, UNITED KINGDOM
|
Media Placement
|
WAVEMAKER London, UNITED KINGDOM
|
Media Placement 2
|
CARAT London, UNITED KINGDOM
|
Production
|
PULSE FILMS London, UNITED KINGDOM
|
Production 2
|
TIME BASED ARTS London, UNITED KINGDOM
|
Production 3
|
FACTORY London, UNITED KINGDOM
|
Credits
Ben Mooge |
Havas London |
Executive Creative Director |
Lynsey Atkin |
Havas London |
Creative Director |
Wil Maxey |
Havas London |
Creative |
Elliott White |
Havas London |
Creative |
Patrick Cahill |
Havas London |
Joint Head of Production |
Adam Henderson |
Havas London |
Producer |
Natasha King |
Havas London |
Assistant Producer |
Jen Black |
Havas London |
Managing Partner |
Tom Trevelyan |
Havas London |
Senior Account Director |
Matthew Paris |
Havas London |
Account Director |
Sophie Fletcher |
Havas London |
Senior Account Manager |
Claire Petzal |
Havas London |
Account Manager |
Emily Allen |
Havas London |
Account Manager |
Clare Hutchinson |
Havas London |
Executive Strategy Director |
Ravi Matharu |
Havas London |
Strategy Director |
Lucy Kelly |
Pulse Films |
Executive Producer |
George Saunders |
Pulse Films |
Producer |
Ben Fordesmen |
Pulse Films |
Director of Photography |
Ellie Johnson |
Ten Three |
Editor |
Billy Mead |
Ten Three |
Editor |
Anthony Moore |
Factory |
Sound |
Josh Robinson |
Time Based Arts |
Post Producer |
Jo Gutteridge |
Time Based Arts |
Post Producer |
Write a short summary of what happens in the film
This film tells the story of, Abi, as we follow her on her journey through school – from her very first day to her last. Beginning with her walking into class as a wide-eyed, overwhelmed four-year-old; and ending with her leaving at 18, full of confidence to explore the world for herself.
It’s a story of the cumulative effect of small acts of care and guidance, demonstrating the collective power of Teachers. Told through the interactions between Abi and the many teachers she will have during her school career, the film capturing the everyday brilliance of her teachers; the tiny building blocks of confidence; the constant encouragement. The precious pieces of kindness and guidance that years of great teaching combine to build the confidence Abi needs to thrive in the wider world after school.
It’s the story of why Teachers teach - because Every Lesson Shapes A Life.
Cultural/Context information for the jury
The most powerful force for the recruitment of new teachers, is existing teachers. However, in England, morale in Teaching is at an all-time low. A cycle of recruitment and retention pressures and long working hours have fuelled a national media narrative, positioning teachers as overworked and underpaid. Teaching has lost its status within British society.
Recent campaigns majored on rational benefits. The inner motivation was less prominent. People become Teachers because they want to make a difference to people’s lives.
Our ad has had immediate cultural impact. An outpouring on social media, with Teachers sharing our film en masse, saying “this is why we teach”.
The head of the national teachers’ union publicly stated that the government has now got this message right.
One ad has turned Teachers from being major detractors, into joining a rallying cry for the profession they love.