Kargo fights teacher shortage in the canton of Bern
The Education and Culture Department of the Canton of Berne declares war on the shortage of teachers and commissions Kargo Kommunikation with an emotional campaign.
"Encourage the power women of tomorrow today", "Be a role model for tomorrow today" or "Encourage the heroines of tomorrow today": With these and other claims, the campaign of the Education and Culture Department of the Canton of Bern aims to highlight the relevance of the teaching profession and counteract the shortage of teachers. Teachers make an enormously valuable contribution to the intellectual development of children and young people. With their work, they lay the foundation for good cohesion within the cultural diversity that we encounter in our society today.
The campaign is supported by the PHBern, the Hep Bejune and the Berufsverband Bildung Bern. It runs in two waves: With the first wave in fall 2019, the primary intention was to strengthen the reputation of the teaching profession among the general public. The second wave started at the beginning of March with the aim of attracting more young people and career changers to study to become teachers.
Responsible at the Directorate of Education and Culture: Martin Werder. Responsible at Kargo: Christoph Balsiger (Creative Direction), Nicole Balsiger-Gerber (Strategic Consulting Digital), Manja Koschker (Consulting), Zelika Pravdic and Jorge Martinez (Graphics and Animation). Technical implementation website: Roger Burkhard. Media partners: Passenger TV, APG, Ads & Figures.
Emotional online spots shown at Bern and Biel train stations and on regional public transport, as well as accompanying social advertising activities, are intended to raise public awareness of the issue and breathe new life into the profession. The film sequences are able to convey the importance and multifaceted nature of the teaching profession within a few seconds, with a smile and a lot of heart. The implemented measures should lead interested parties to the campaign landing page, where more detailed information about the profession and the diverse courses of study can be found: Become a teacher.ch.
