EVERY LESSON SHAPES A LIFE

Short List
ClientDEPARTMENT FOR EDUCATION
Category A13. Not-for-profit / Charity / Government
TitleEVERY LESSON SHAPES A LIFE
Product/ServiceGET INTO TEACHING
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
Name Company Position
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.