Good Times was engaged by the NZ Post Primary Teachers' Association to develop and produce a series of videos to support their negotiations with the Government on their Secondary Teachers' Collective Agreement throughout 2015.
The task was to communicate to parents the value of teachers. A series of videos were developed that put the views of students up front. Filmed doco style in a variety of high schools across the Wellington region, we heard the real views of students. We asked the students the questions: What do teachers do all day? And: What makes a great teacher? Their candid and off-the-cuff views were insightful and often inspiring. We also asked the students to solve a problem, comparing data from three graphs showing student achievement, cost of living and teachers' pay.
A further video was created, building an auto-tuned song out of the interview responses. The song was composed by Tane Upjohn-Beatson and featured a generous cameo from comedian Guy Williams.
Client: NZPPTA, Tom Haig Concept development: Dean Hewison, Bevin Linkhorn Directors: Dean Hewison, Bevin Linkhorn Producer: Bevin Linkhorn
DOP: Matty Warmington. Additional Camera: Toby Donald. Editor: Bridget Lyon. Composer: Tane Upjohn-Beatson. Props: Jack Tippler. AD: Erina Ellis. Graphics: Anna Johnstone. Colourist: Adam Sondej. Sound Post: Phil Burton, Underground Sound.
Results: The videos played on NZPPTA's various social channels and as paid pre-roll videos on Stuff.co.nz and NZHerald.co.nz, where they generated CTR of 2.4%, well exceeding industry norms. The campaign shifted attitudes in the public about the value of teachers, picked up by both sides of the negotiating team. Teachers did not have to take any industrial strike action and the new collective agreement was successfully ratified by the end of October.