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Advertising Campaigns

Volume 407: debated on Monday 23 June 2003

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To ask the Secretary of State for Education and Skills what the cost is of the advertising campaign "Those Who Can, Teach". [119985]

The cost of the Teacher Training Agency's advertising campaign "Those Who Can, Teach" was about £5.6 million in 2001–02 and about £8 million in 2002–03. It has contributed to a 13 per cent. rise in recruitment to initial teacher training over the last two years and record numbers of applications from graduates for teacher training next year.The campaign has been successful in achieving a high level of awareness among the target audience of students (71 per cent.) and career changers (61 per cent.). In each year of the campaign, calls to the Teaching Information Line (TIL) have numbered around 300,000, with half of these registering their interest in becoming a teacher at some point.