Teachers Health Fund (THF) is a not-for-profit industry health fund focussed exclusively on the education community. We were tasked with launching a campaign in Queensland to engage teachers and recruit them to THF. Our strategy centred on the insight that in a world where teachers feel that nobody is fighting their corner, THF really does support and understand them because it is designed exclusively for teachers.

To find out what teachers think, feel and need we led a research project that included data from government sites and academic research papers as well as demography, social media audits and competitor analysis to uncover attitudes to relevant media, the role they play in decision making and what kind of content resonated. This led to us being better able to tailor our approach to meet the different needs of teachers at different stages.

From our research we were able to develop creative that resonated with how teachers feel. Our messaging reflected the truth that they are the unsung heroes whose efforts shape our country. We highlighted how the wellbeing of teachers is fundamental because every child in Australia depends on it. As well as tapping into the wider emotional truth we also localised the campaign as we knew that teachers strongly identified with their communities.

The campaign rolled out on organic and paid media to drive awareness, engagement and membership sign-ups. Using our insights about how the education community feels we created video and static executions that connected with teachers so successfully, it was rolled out in NSW and VIC after the initial QLD campaign.