A major new TV advert, calling for more people to become a teacher, has caused a Twitter storm and prompted a formal complaint to the Advertising Standards Authority, over exaggerated salary claims.
The advert lists qualities of a great teacher – such as “making the complex understandable” and “making futures into reality”. The video then outlines earning potential of up to £65,000 a year.
Teaching is a hugely rewarding career. If you’re thinking of becoming a teacher see our new advert. #teachersmake https://t.co/dqyjmGGRSr
— DfE (@educationgovuk) October 27, 2015
Teachers and other academics have taken to Twitter to express outrage at the promised salary, claiming the numbers are ‘misleading’ and that only a small proportion of senior staff can expect to earn that much.
#teachersmake fun of blatant lies about their salary expectations. How many classroom teachers are on £65k @NickyMorgan01?
— Teacher ROAR (@TeacherROAR) October 27, 2015
Does the ASA have any jurisdiction over #TeachersMake? Because, I if it does, DfE may get censured for this.
— UK Education Matters (@SchoolDuggery) October 27, 2015
Supporting the campaign, Education Secretary Nicky Morgan said: “Great teachers are at the heart of our drive to extend opportunity to every single child.
“That is why we are focused on attracting more talented people into the profession, to inspire young people, open doors to their future and help prepare them for life in modern Britain.
“Our teacher recruitment campaign Your Future: Their Future will play a key role in attracting a new generation of passionate and gifted teachers including even more top graduates who will help our children reach their full potential.”
The teacher recruitment and retention crisis is nothing new. YouGov research says one in six NQTs are leaving teaching within six months of commencing their first post, and research conducted by YouGov for the Education Support Partnership in June identified triggers for teachers looking to leave in their first five years:
- Excessive workloads (40%)
- Unreasonable demands from line managers (24%)
- Rapid pace of organisational change (18%)
- Student behaviour (13%)
What do you think of the new advert? Will it help encourage more into the profession? Is it an honest representation of teachers’ aspirations and remuneration? Send your comments and blogs to Stephanie.broad@wildfirecomms.co.uk
