Challenge the Impossible
Campaign
The project
To mark its 15th Anniversary, Teach First launched “Challenge the Impossible”, a year-long, multi-channel campaign designed to mobilise its community to reconnect with its mission and take action in ending educational inequality.
The three main objective of the campaign were to inspire action, create emotional resonance and deliver a versatile campaign framework that could be used across the year of action by teams across the organisation.
Highlights
Policy report | Campaign toolkit | Alumni magazine | Conference branding | Gala dinner
Role
Lead designer
Scope
Project management
Creative Direction
Design
Illustration
Year
2017
The process
I managed the delivery of the campaign guidelines, working with our brand agency to ensure that the creative direction met the objectives set out. I then designed materials for several strategic activities used across the year of action, including the branding for the flagship Impact Conference which hosted over 3500 teachers and leaders from across the country.
I coupled bold, thought-provoking imagery of children with a custom handwritten font and illustrations to convey key campaign messages that related directly to each child, connecting them with the audience and adding personality, tangibility and credibility to the campaign.
The outcome
Following its launch the campaign generated a raft of national press coverage, including The Guardian, BBC Breakfast and TES. Over 4,000 campaign toolkits were downloaded by the community, and 235 ambassador mentors signed up for Teach Firsts Futures programme. The designed policy report and supporting infographics secured cross-party political support for the campaign and this ensured that Teach First and educational equality was at the forefront of the political agenda.
"Thank you Hayley for being an absolute legend on the Challenge the Impossible campaign. I really appreciate how proactive you've been in joining up many parts of the campaign comms and helping us put effective systems in place."
"Your design expertise has brought the campaign to life, taking it from words on a page to something much more exciting that our audiences engage with. Your social media assets and report design have helped get hundreds of people to read and share our report. And our manifesto reached more than half of the MPs across the UK thanks to your engaging design. Education policy has been changed for the better as a result. Thank you."
Kelly Loftus, Director of External Relations, Teach First
