M+C Saatchi targets Gen Z with teaching push

M+C Saatchi Group UK has launched an integrated campaign for the Department for Education's Get into Teaching service, aiming to encourage more young people to consider teaching as a first-choice career.

The campaign, titled Get out of the Everyday. Get into Teaching, seeks to address declining perceptions of the profession by highlighting teaching as a career offering creativity, progression and purpose, rather than focusing solely on its societal impact.

Campaign challenges perceptions of teaching

Research underpinning the campaign identified a growing disconnect between younger audiences and teaching, with fewer adults viewing it as a career suited to them. In response, the campaign positions teaching as an alternative to careers perceived as repetitive or lacking meaning.

At the centre of the campaign is a film directed by Gary Freedman through MJZ. The film follows a teacher during a routine Monday morning commute that gradually transforms as she approaches and enters the school environment. Through evolving visuals, dynamic camera movement and choreographed sequences, the film illustrates the confidence, autonomy and opportunities associated with the profession.

Film and creative approach

The soundtrack features original lyrics by MC Deyah, contributing to the film's contemporary tone and emotional narrative.

The campaign also includes out-of-home and social media activity featuring Gen Z teachers photographed by Ewen Spencer. The creative work focuses on authentic representation, with outdoor placements appearing in a range of locations intended to stand apart from traditional public sector advertising.

Alongside the campaign, M+C Saatchi Consulting led a refresh of the Get into Teaching brand identity. The updated identity was developed from the same strategic platform and is designed to encourage audiences to reconsider their perceptions of teaching.

Integrated delivery across channels

The project was developed by teams across M+C Saatchi Group UK, including specialists in brand strategy, data and analytics, advertising, integrated communications, digital innovation, design, talent and influencer marketing. Production was handled by the group's in-house studio.

Media planning and buying was managed by WPP 650, WPP Media's dedicated UK Government team. The campaign targets people aged 18 to 30 through cinema, television, video-on-demand, out-of-home advertising, online video, flyposting and social media platforms including Snapchat, TikTok, Instagram and Reddit. Activity will also coincide with major sporting events, festivals and cinema releases throughout the summer.

Tom Firth, Group Chief Client Partner, M+C Saatchi Group UK: "The most important briefs aren't just about changing perceptions - they're about helping solve real-world problems. This is exactly the kind of challenge M+C Saatchi was built to take on. By bringing together expertise from across the Group, we've partnered with the Department for Education to help tackle a significant societal issue, using creativity to drive consideration for one of the most important and influential professions in the country."

Focus on cultural motivations

Clare Richardson, Client Partner, M+C Saatchi Group UK: "Cultural Power comes from understanding what matters to people and finding new ways to connect brands, organisations and ideas with those motivations. This campaign recognises that younger audiences increasingly want careers that offer influence, self-expression, progression and meaningful impact. By reframing teaching through those cultural motivations, we've helped position it not as a fallback option, but as an ambitious and relevant choice for a new generation."

Guy Bradbury, Creative Partner, M+C Saatchi Group UK: "Teaching has often been communicated as an altruistic job with a lens on the impact inspirational teachers have on students. And whilst those stories still matter, they don't always reflect how younger audiences think about their own ambition and identity.

"By making everyday routine the enemy, the campaign challenges younger audiences to 'Get out of the everyday. Get into teaching'. Not as a fallback, but as one of the most impactful careers there is - a place to express your creativity, earn recognition from day one and shape culture your own way."

www.mcsaatchi.com

www.gov.uk

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