Capabilities
- Digital
- TV
- Web
Summary
When schools closed and long-distance learning began due to COVID-19, teachers were applauded as heroes for their ability to pivot to a new teaching and learning model. However, the nerves of parents, students, and teachers began to fray as months of uncertainty dragged on, and enthusiasm turned into frustration. By fall 2020, long-distance learning required teachers to create new processes and protocols, resulting in standard workdays turning into additional night and weekend hours. Even with the teachers’ hard work, many parents were vocal in their belief that teachers were not doing enough in their jobs and criticized their work ethic.
Objective
The objective of the Pro-Teacher campaign was to bring awareness to teachers, students, and the public at large about the herculean effort put forth by teachers and support staff to shift to virtual and/or hybrid learning models. To meet this objective, we created four videos using still photos of our teachers in their new teaching environments supplemented with stock footage to enhance the message. Our message asked for patience, understanding, and enlisting the help of the community in allowing teachers to continue their passion for teaching.
impressions
Conclusion
The creative ran on digital through social media, YouTube, programmatic video, and local media websites, as well as streaming on-demand OTT/CTV platforms (e.g., Roku, Sling, Crackle, etc.) and apps (Lifetime, NHL Network, TLC, Fox Sports, Food Network, A+E, Discovery, History, NBC, etc.). Impressions had more value than clicks for this campaign, as there was no call to action in the message. The campaign generated a total of 2,656,607 impressions with an average frequency of 2.3 impressions per adult ages 18 or older in the targeted Bucks and Montgomery counties.