a.k.a. teacher

Problem
Although everyone talks about wanting to make an impact on society these days, few graduates choose to become teachers. In 2024, we launched the campaign 'Do something that matters' to show teaching as the impactful career it is. The campaign resonated strongly, but we are still short of as many as 13,500 teachers. So what else can we do to give teaching the status it deserves?

Solution
By giving teachers a new job title. In our current society, expensive job titles often increase status: manager, consultant, coach, executive, CEO, COO; the list goes on. Nice words, but the work itself often lacks real meaning. And yet, you can also find all those qualities in teaching. Therefore, in this new campaign, we create some new status-enhancing job titles: Chief Classroom Officer, Impact Facilitator, Growth Developer, Research Coach, Managing Mentor. A.k.a. teacher.

CREATIVE
Around Teacher's Day on Monday, October 6, universities are asking their lecturers to generate PR by all simultaneously (temporarily) changing their job titles on LinkedIn to one of the new job titles. This kicks off a playful campaign that will be rolled out by the universities themselves through their own channels with the help of digital and physical toolkits with mugs, sweaters, buttons, and stickers with the status-enhancing job titles on them.