TTA set for £12m 'enjoyment' ads

The Teacher Training Agency is to change creative strategy in its latest recruitment drive, with a £12m campaign that focuses on the enjoyment teachers get from working with children.

The campaign, which will retain the strapline 'Use your head. Teach', marks a move away from its strategy of comparing teaching with other jobs.

It is the first work developed for the TTA by DDB London since it won the business in April.

The ads, which will air on Channel 4, Five and satellite and cable channels, feature footage of real pupils. The television campaign will be run in bursts until early summer next year.

The activity will be supported by posters and print ads in weekday and weekend broadsheets, and consumer lifestyle titles. Headlines include 'Who's your first meeting with tomorrow?' and 'Physicists. Discover new energy sources'.

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