Educators Plan TV Campaign To Promote Teaching as Profession

By Blake Rodman — January 29, 1986 2 min read

The head of a leading private-school group is spearheading a drive aimed at creating a nationwide public-service advertising campaign to promote teaching as a profession.

John Esty, president of the National Association of Independent Schools, said he will submit this spring a formal proposal for aid to the Advertising Council, a nonprofit group that produces public-service advertising designed to draw attention to national problems.

Citing the anticipated teacher shortage as the project’s impetus, the association president said his efforts to gain support for the campaign within the education community began two years ago.

The Educational Leaders Consortium, a group comprising the executive directors of 18 public- and private-education associations, has agreed to co-sponsor the project, he said. And other groups and leaders in the field have offered support, including the Carnegie Forum on Education and the Economy’s task force on teaching.

In addition to securing aid from the Advertising Council, said Mr. Esty, the project’s “big challenge” ahead is the recruiting and organizing of a ''national advisory commit- I tee” to serve as co-sponsor with the E.L.C. and help raise money.

A. Richard Belding, a former business manager for the N.A.I.S., was hired last month as project director with a grant from the Geraldine R. Dodge Foundation.

Free Nationwide Publicity

The Advertising Council provides free creative assistance from advertising agencies to selected organizations and governmental agencies.

Its ads--including the long-running “Smokey the Bear” fire-prevention messages, sponsored by the U.S. Forest Service, and spots for the United Negro College Fund featuring the now-familiar slogan, “A mind is a terrible thing to waste"--appear without charge in about 22,000 media outlets nationwide.

But sponsoring organizations must bear the cost of film and other production materials, as well as expenses for any follow-up activities. Such costs can range upward from $150,000 a year, depending on the campaign, according to Elenore E. Hangley, the council’s senior vice president. Sponsors must demonstrate that the money can be raised before the council will accept their proposals, she said.

The council accepts only about five of the 400 proposals submitted to it each year. Ms. Hangley described the selection process as “rigorous.”

To Cite Teacher Shortage

Mr. Esty expressed confidence that the necessary funds could be raised once the project’s advisory committee is formed.

In his prospectus for the campaign, he cites U.S. Education Department projections showing a need for 1.5 million new elementary- and secondary-school teachers by 1993, and department estimates that, if present trends continue, only 63 percent of that need will be met.

“The fact is,” the prospectus states, “that a drastically reduced number of young people are interested in becoming teachers and there is not much reason presently for that situation to change.”

The proposed advertising campaign, Mr. Esty said, would be “directed at young people for the purpose of raising their awareness of the teaching profession and rekindling their interest in its challenges and opportunities.”

A version of this article appeared in the January 29, 1986 edition of Education Week

Let us know what you think!

We’re looking for feedback on our new site to make sure we continue to provide you the best experience.


This content is provided by our sponsor. It is not written by and does not necessarily reflect the views of Education Week's editorial staff.
Future of Work Webinar
Digital Literacy Strategies to Promote Equity
Our new world has only increased our students’ dependence on technology. This makes digital literacy no longer a “nice to have” but a “need to have.” How do we ensure that every student can navigate
Content provided by
Mathematics Online Summit Teaching Math in a Pandemic
Attend this online summit to ask questions about how COVID-19 has affected achievement, instruction, assessment, and engagement in math.
School & District Management Webinar Examining the Evidence: Catching Kids Up at a Distance
As districts, schools, and families navigate a new normal following the abrupt end of in-person schooling this spring, students’ learning opportunities vary enormously across the nation. Access to devices and broadband internet and a secure

EdWeek Top School Jobs

Project Manager
United States
K12 Inc.
High School Permanent Substitute Teacher
Woolwich Township, NJ, US
Kingsway Regional School District
MS STEM Teacher
Woolwich Township, NJ, US
Kingsway Regional School District
Speech Therapist - Long Term Sub
Woolwich Township, NJ, US
Kingsway Regional School District

Read Next

Education Obituary In Memory of Michele Molnar, EdWeek Market Brief Writer and Editor
EdWeek Market Brief Associate Editor Michele Molnar, who was instrumental in launching the publication, succumbed to cancer.
5 min read
Education Briefly Stated Briefly Stated: December 9, 2020
Here's a look at some recent Education Week articles you may have missed.
8 min read
Education Briefly Stated Briefly Stated: Stories You May Have Missed
A collection of articles from the previous week that you may have missed.
8 min read
Education Briefly Stated Briefly Stated: Stories You May Have Missed
A collection of stories from the previous week that you may have missed.
8 min read