And the award goes to… BC Teachers!

We’re thrilled to announce that BCTF’s latest campaign – Hire More Teachers – has been recognized by our peers in the advertising industry with the award for Best Canadian TV Ad at the 2025 Reed Awards in Austin, Texas, sponsored by Campaigns & Elections.

Haven’t seen the ad? Check it out!

Helping kids find their way is what teachers do. They’re highly trained professionals, devoted to spotting the unique needs of every child and doing all that they can to help every student learn.

But BC’s schools are facing significant challenges. Students have complex needs. Many require additional supports – from special educational supports to mental health needs. But a shortage of teachers and inadequate levels of classroom resources are making it harder to reach every student.

To raise awareness of these challenges, the BCTF launched a powerful series of ads in 2024 that show the realities facing students and teachers inside BC’s schools – and call for real action to address those challenges. The message is powerful and direct:

It’s time for BC to hire more teachers, so they can help more students.

The ads build on the BCTF’s reputation for thoughtful and effective public campaigns on the issues that matter most to parents, students, and teachers.

In 2023, BCTF launched a campaign to raise public awareness of the teacher shortage in BC schools. Since then, public opinion research has shown a significant increase in the number of people in BC who are aware of how the shortage is impacting students.

As Canada’s leading advertising agency for social good, our team is proud and honoured to work with BCTF to advocate for greater investment in public education – so teachers can meet the needs of every student. And we’re thrilled that the BCTF’s latest campaign is receiving international recognition for advertising excellence and helping to deliver positive change for BC students.

Want to talk about the next ad campaign for your union, non-profit, or public advocacy organization?

Give us a call or say hello! Let’s do some good, together.