It Takes a Teacher

BC TEACHERS’ FEDERATION (BCTF)

A good ad needs a solid message – and It Takes a Teacher has a great one. Investing in kids and their teachers is crucial in a complex and ever-changing world.

To deliver that message, we crafted an ad with a wonderfully evocative script and visuals that capture the challenges faced by students and teachers alike, from tense confrontation to moments of joy and grace. Superb performances from our talent make those moments real – along with meticulous attention to sound design, like the memorable squeak of a shoe on a basketball court. It’s a measure of this ad’s distinctiveness that it inspired an array of supporting creative, from print, radio, and digital ads, to an out-of-home campaign in Skytrain stations, transit shelters, street kiosks and billboards.

As part of our work with BCTF, we developed an innovative, highly-targeted campaign to engage the public, elevate the union’s brand, and build support through personal stories. In partnership with Corus, we solicited nominations and selected five teachers to celebrate from across the province, featuring them in interviews and highlighting their schools on TV, radio, social, and digital channels.

It Takes a Teacher won Best International Online Video (Sub-National) at the 2020 Reed Awards, honouring the best in political communications from the US and internationally.