The client
Monash University Education Faculty is renowned for its excellence in teaching and research. Ranked number one in Australia and fifteenth globally, the faculty boasts a diverse and innovative curriculum.
The challenge
In celebration of World Teachers Day, Monash University Education Faculty sought our expertise to create a social media campaign. The goal was to thank teachers for their incredible contributions and raise awareness about their lasting impact on students’ lives. With 71 percent of teachers feeling unappreciated despite 93 percent of Australians trusting them to do a good job, we aimed to change these perceptions through a compelling social media strategy.
The solution
Our strategy went beyond typical social media marketing, connecting with parents, current students, young people, and the media. We utilized Facebook, Instagram, LinkedIn, and YouTube to amplify the campaign’s reach. By leveraging social media listening, we discovered powerful stories, like Cathy Freeman’s Grade 1 teacher Mrs Baldry, which became central to our #ThankYourTeacher message. This narrative-driven approach resonated widely, resulting in thousands of Australians sharing their gratitude for teachers on social media. The campaign also provided content for public relations efforts, pitching these heartwarming stories to mainstream media.
