Sky Media has taken inspiration from football’s Transfer Deadline Day for its ad new TV campaign with the Department for Education, which calls on industry professionals to transfer their industry skills to further education.
The ‘Teach in Further Education’ campaign creative features Sky Sports presenter Mike Wedderburn and draws on stories of people who have made the move from industry into further education teaching.
The core message behind the campaign is “transfer your skills”, which is delivered through the familiar breaking news format synonymous with Sky’s Sports.
The multi-platform partnership will span various Sky platforms, including TV via Sky Sports, Sky AdVance, digital video, and social activations across Facebook and Instagram.
It kicked off on 26 January – on the build-up to the transfer deadline day – with pre-roll content featured on the media company’s website and app, with the TV ad taking centre stage on Sky Sports from today (1 February).
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The campaign also features engineering lecturer Rosa Wells; construction skills and bricklaying lecturer Dean Carpenter and civil engineering lecturer Hassan Ahmed, who have all made the transfer from industry to teaching.
Wedderburn said: “Industry professionals have a real opportunity to inspire the next generation by teaching in further education.
“The role can be really flexible with opportunities to teach full time, part time and on an ad hoc basis alongside your current job.”
“There’s a wide range of courses from healthcare to construction, whatever your industry, there’s likely a job in further education to match.”
Sky Media director of planning Sarah Jones said: “It’s great to work with the Department for Education to tap into the buzz around Transfer Deadline Day in a really creative way”.
“The ‘Transfer Your Skills’ campaign is the perfect contextual opportunity to encourage people from different careers to consider teaching in a relatable and engaging way”.
