Saluting teachers in an out of the box way

Market spend of Rs 1 cr has been earmarked for Teacher’s Touch, an on-going initiative created by Out of the Box for Presidium & Mother’s Pride

e4m by Shree Lahiri
Updated: Sep 5, 2012 8:05 PM
Saluting teachers in an out of the box way

To pay tribute to teachers and highlight their role in shaping a good society this Teachers’ Day, Out of the Box has created a campaign called Teacher’s Touch. This on-going initiative has been created for two educational institutions – Presidium and Mother’s Pride.

Explaining the genesis of the campaign, Viral Pandya, Chief Creative Officer, Out of the Box said, “Chances are you are more familiar with your previous employer, your grocer or your newspaper delivery boy than your teacher. How many of us keep in touch with our teachers?” Hence, Teacher’s Touch seeks to create leaders of tomorrow. He maintained, “It’s not hard-selling a product but softly acknowledges the contribution of teachers.”

The brief
The brief given to the agency was to elevate the status of all teachers and not just the teachers of Presidium and Mother’s Pride. “They are the unsung heroes who ought to receive far more respect,” Pandya said.

The brief has been translated to a campaign that is inspiring to teachers; in a country where attrition levels of teachers are high, this aims to encourage them to stay and develop a sense of belonging. “We have good teachers and they really like to be here. The idea is as an educational institution to give them the onus to stay,” he added.

The campaign
The ads have headlines such as: ‘Thank the person who fired you’, ‘Say thanks to the person who misled you’, ‘Today honour the person who conned you’, ‘He taught me to drive, he taught to drive my life too’, ‘From her I learnt the nuances of art, the art of living’ and so on – all conjuring up the image of teachers, who direct their students through studies and life too.

The plan started with internal branding, and each teacher in all the 50 branches was shot, which took two months.

Giving an idea of the scale of this campaign, Pandya said, “Imagine you are a teacher in a premier school in Delhi NCR. One morning when you walk in, a huge banner that has your photograph greets you in the corridor. You are given a personalised book that salutes you and urges you to keep up the good work. And you are asked to leave your thumbprint on a poster that honours teachers and teaching. This happened to every teacher in every branch of Presidium and Mother’s Pride – all 2,100 of them.”

Media mix
While the programme started as an internal campaign, it has now snowballed into a movement that urges society to respect and honour all teachers, Pandya said.

With a market spend of Rs 1 crore, the media mix included print ads (in educational supplements such as Education Times), posters and social media. Out of the Box has created a Facebook page for Teacher’s Touch, which already has close to a thousand likes, and personal tributes to teachers are pouring in from people.

At the same time, there is a macro side to the campaign – that it is not just about one’s school or college teachers, “it could be anybody who inspired you or left a mark on your life – your boss, your spouse or even your newspaper vendor,” concluded Pandya.

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