Teacher recruitment adverts
- 2014
Challenge
Attracting teachers to work in deprived rural areas is challenging.
Insight
Salience refers to drawing people’s attention to certain items of new or relevant information in order to change their behaviour.
Approach
In this trial, we highlighted (or made salient) the less obvious benefits of taking up a rural teaching post. We emphasised the ‘challenge’ of teaching rather than the reward – flipping the typical messaging on its head.
Result & Impact
The intervention doubled the number of viewers who looked at a rural teaching job advertisement.
