We were lucky enough to recently work on Teach For Australia’s 2012 recruitment campaign. It’s exciting working with clients like TFA because it’s a cause that we fully support, and who wouldn’t?

They’re a not-for-profit organisation that strives to ensure that all children have access to an exceptional education. To help achieve this goal they place outstanding uni graduates in teaching positions with disadvantaged communities.

So, our job was to convince top-performing students that had finally left school, to go back again. Maybe the thought of a continued school life is not bad for some, but convincing highly aspirational graduates posed quite the challenge.

The insight into these students is that they obviously have a passion for fighting social injustice, but at the same time they also want to provide themselves with a solid platform for their future.

Likewise, TFA is a lot more than just teaching, TFA teachers have and can go on to leadership roles in numerous fields of influence, including business, politics and education.

We championed the thought of ambition meets conscience.  To bring this to life we used the genre of successful autobiographies/self-help books, with TFA Associates currently in successful careers as the authors.

The campaign is supported by digital, brochure and direct mail pieces. And please, make sure you check out Teach For Australia’s site for some of the brilliant things they're achieving in our community.