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Teach First NZ

Recruitment Campaign


Teach First NZ is committed to tackling educational inequality by developing top graduates into highly effective teachers and inspirational leaders in all fields.

For their 2016 recruitment campaign, Teach First NZ required a 50% increase on previous placements.

Part of the challenge was to help people understand the purpose of Teach First NZ, and clearly position the programme as an intervention to help overcome educational inequality. This required us to position Teach First NZ as more than just a teaching programme, to help people understand what educational inequality is, and to create a connection between leadership in the classroom and leaders in any sphere making a difference.

To respond to this Curative built on previous co-design work with Teach First NZ, to create ‘Meet Charlie’; a campaign focused on a comic strip that introduces ‘Charlie’, one of the 305,000 kiwi kids living in poverty.

Charlie featured across social media, on university campus’, in presentations and on a new landing page online for Teach First NZ for the duration of the recruitment drive.


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Special thanks to our collaborators and contributors:

Copywriting: Sam Shore

Illustration: Natasha Vermeulen