GymTV — Public Sector Recruitment, February 2024
The objective:
The Department for Education wanted to raise awareness of teaching as a career path among a young, education engaged gym audience, and to test whether in gym advertising could shift stated career consideration. The objective was to:
Build unprompted and prompted awareness of the Get Into Teaching campaign against other public sector recruiters
Drive ad recall specifically within the gym environment
Convert exposure into stated career consideration and intent to seek more information
To achieve this, the campaign ran across GymTV screens in UK gym locations, with fieldwork carried out through independent face to face research with regular gym goers.
0 %
Recalled the Get Into Teaching advert
0 %
Agreed that the gym is a great place to advertise careers in teaching
0 %
Agreed that they would encourage a friend or family member to consider teaching
Perceptions of teaching as a career were strongly positive following exposure, and over half of respondents reported they were likely to research the profession further or visit the Get Into Teaching website within the next year. The research supports GymTV as an effective environment for public sector recruitment messaging aimed at a younger, considering audience.