Posterscope Launches 'Do Something Big' Campaign

The Department for Education has teamed up with Posterscope and Omnigov to launch an innovative out-of-home (OOH) recruitment campaign aimed at attracting early years educators. For the first time, the department is experimenting with dynamic digital OOH formats, including LED bus supersides and interactive displays across various public spaces, ensuring maximum visibility among potential candidates in high streets and transport hubs.

A National Campaign with Engaging Creative Executions

As part of a major national initiative, the 'Do Something Big' campaign utilizes multiple creative executions designed by Havas. These creatives highlight the rewarding and joyful experience of working with children, making the profession more appealing to prospective educators. Additionally, the campaign’s content is contextually tailored, adapting to different locations, times of the day, and even days of the week, ensuring a more relevant and impactful message for the audience.

The campaign features vibrant and compelling visuals that showcase real educators in action, engaging with children in learning environments. This approach helps convey the emotional satisfaction and professional growth that come with a career in early years education. By focusing on authentic storytelling, the campaign aims to resonate with potential candidates on a deeper level.

Multi-Channel Deployment Across the UK

Running until 10th March, the campaign is visible across a variety of outdoor advertising channels, including Roadside billboards, Shopping Malls, Railway stations, and the London Underground. Moreover, point-of-sale (POS) and cinema advertising are also being leveraged to broaden the campaign’s reach. Leading media owners such as Global CC, JCD, Boomerang, and KBH are playing a crucial role in bringing this campaign to life.

Beyond traditional OOH placements, the campaign is also integrating digital elements, allowing for real-time updates and data-driven customization. This strategy ensures that the message reaches the right audience at the right time, maximizing its effectiveness. The use of location-based targeting and interactive elements further enhances audience engagement, encouraging potential candidates to explore opportunities in early years education.

A New Era for Recruitment Advertising

By embracing digital OOH and innovative advertising placements, the Department for Education is setting a new precedent in recruitment marketing. The 'Do Something Big' campaign not only promotes career opportunities in early years education but also showcases the power of dynamic and strategic outdoor advertising in engaging and inspiring the right talent.

The initiative also aligns with the broader efforts to address the growing need for educators in the UK. With an increasing focus on early childhood development, the demand for qualified educators continues to rise. This campaign serves as a call to action for individuals looking to make a meaningful impact on children's lives while building a fulfilling career in education.

As the campaign progresses, insights from audience engagement and response rates will be analyzed to refine and improve future recruitment efforts. By leveraging data-driven strategies, the Department for Education aims to create more effective, targeted campaigns that attract passionate and qualified professionals to the field of early years education.

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