Attracting teachers to work in deprived rural areas is challenging.
Salience refers to drawing people’s attention to certain items of new or relevant information in order to change their behaviour.
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.