Porteum is a brand-new educational campus located in Lelystad, serving 3,500 students across VMBO, HAVO, and VWO levels. The school focuses on empowering students to take control of their own learning and behavior, always in connection with their surroundings and with each other. It brings together a unique and diverse mix of students who reflect the richness of society.
Briefing
The education sector in the Netherlands is facing a major teacher shortage, a challenge that is expected to intensify in the coming years. Like many other schools, Porteum is struggling to fill its vacancies. The goal was to create a recruitment campaign that would attract new and passionate teachers to the school.
A bold campaign that shows what teaching can be.
We began by diving into what makes Porteum truly different. What is its public image? What do teachers think of their work at Porteum? These insights shaped a bold and rebellious campaign that highlights the unique experience of working at the campus. The campaign follows the journey of a potential teacher, from discovering the school to applying for a job. It puts real teachers in the spotlight, showing who they are and the impact they make. This is where you come if you want to do things differently. If you want to make a real difference in education, Porteum is where it starts.
The result
The campaign sparked significant engagement, attracting an average of 56 applicants per month. In the first month alone, the campaign reached a peak with 103 applications.
