Kargo coordinates intercantonal campaign against shortage of teachers
The acute shortage of qualified teachers is a key issue on the agenda of the cantonal education departments. In a groundbreaking move, an intercantonal coordinated campaign was launched. With the core message «Be a role model today for the role models of tomorrow,» Kargo aims to boost the profession’s appeal once again.
Education is the key to development and fulfillment. The teaching profession goes far beyond imparting knowledge and giving homework. Qualified teachers inspire, motivate and shape the future of students. Nevertheless, the "teacher shortage" dominates the headlines of the Swiss press when reporting on our educational landscape. The reasons for said shortage are manifold. Last but not least, the profession also suffers from an image problem.
For this reason, the cantons of Bern, Fribourg, Lucerne, Schaffhausen, Schwyz, St. Gallen, Thurgau, Zurich and the educational region of Northwestern Switzerland, consisting of Aargau, Basel-Land, Basel Stadt and Solothurn, are launching an intercantonally coordinated campaign for the first time. It is intended to counteract this image problem and to bring the beauties of this basically fulfilling activity back into focus and show them.
Inspiring tomorrow's dreamers today
All campaign measures are geared to the fulfilling and meaningful facets of the profession. These are conveyed with emotional statements that are intended to put the actual image of the teaching profession back into the light it deserves. Teachers are role models and as such assume a significant responsibility in our society.
Ultimately, interested parties should refer to the Campaign website where more detailed information on the various courses of study at the relevant universities of education can be found. The declared goal of the campaign is to increase interest in the profession among young people, but also to inspire career changers.
Individualized on all channels - in half of Switzerland
The predominantly moving advertising media are played out cross-medially both as display and social ads, but also in public spaces via DOOH sites. In collaboration with Goldbach Publishing, the media strategies were individually adapted to the regional needs of the individual cantons. For the canton of Zurich, for example, we not only created our own subjects (teach tomorrow's financial experts 1×1 today or offer tomorrow's Viktor Giacobbos a stage today), but also made appropriate additions to the media planning (including cinema advertising with the subject Heute den Filmschaffenden von morgen Perspektiven bieten).
Responsible with the cantons: Erwin Sommer (Bern), Romy Villiger (Lucerne), Daniel Wirz, Martin Stürm, Yvonne Kind (Zurich), Regula Inauen (St. Gallen), Tanja Grimaudo Meyer (Schwyz), Romina Loliva, Ruth Marxer (Schaffhausen), Andreas Maag (Fribourg), Beat Brüllmann (Thurgau), Adrian Juen (Bildungsraum Nordwestschweiz). Responsible for communication: Christoph Balsiger (Creative Direction), Nicole Balsiger-Gerber (Consulting), Roman Sterchi (Project Management & Coordination), Luca Balzli (Campaigning), Aline Schneiter (Content Creation), Jorge Martinez, Naima Kurzen, Lara Schnider (Motion Design).
