Recruitment Campaign

Every year, Teach for Ukraine engages the most motivated young professionals from various fields to teach in small towns and villages across Ukraine. There they become role models, open up new opportunities for children, and contribute to community development.

During the war, participants are involved for a year or two. So every year the organisation faces the task of recruiting new future teachers. This year, linza agency and linza production were chosen to create the communication campaign.

We decided to start by conveying emotion. We needed to inspire the target audience with the idea of teaching and change, to show them the sparkle in the eyes of the students and teachers involved. This is how the video manifesto was born.

Next, we decided to show four short interviews with the participants of the previous enrolments. In the Reels format, they talked about their own teaching experience. 4 reels - 4 stories, 4 lives, 4 ways to change. 


The third stage was three stylised collage Reels-explainers, each of which debunked certain myths and fears that could prevent potential participants from taking part in the project.


"It's always great when an information campaign is a complete story, a small journey. That's why we start each of these explainers with the last frames of the manifesto. A person watches it and thinks, "No waaay, I won't be able to teach". We recreate this development, but then the hero or heroine of the animated video shakes off their fears and concerns about participating in the programme and presses the "apply" button," says Mykhailo Komarov, creative copywriter at linza agency and linza production.

All video products were complemented by high-quality targeting in social media, which helped with the search for motivated and interested candidates.

"This project is of great importance and is fundamental to the new history of Ukraine. The team encourages young and proactive people to join a super-awesome experience that gives them the opportunity to open new boundaries and go beyond their “bubbles” - to live a different, fulfilling life. This is an exciting adventure that helps you understand your mission and become a change maker, because change starts with each of us. I am so happy to be a part of this wonderful project and to contribute to global change for the better in such an uncertain time. The best time to act is now!" says Viktoriia Chorna, producer at linza agency and linza production.

"On 7 March 2024, we launched a national campaign to find motivated young people to teach in schools in small communities in Ukraine. During the campaign, we actively cooperated with linza agency. This year's campaign lasted for 3 months and we received over 300 applications and about 1,500 registrations from those who wanted to join the educational change.

linza agency and linza production created a video manifesto for us, which was a good start for the application process and received high-quality organic distribution, as well as three video explainers that creatively highlighted the most common fears of candidates and ways to overcome them during the programme. We are sincerely glad to cooperate with the agency and are grateful for this experience! We hope to work together in the future," says Tetiana Baybak, Communications Manager of the NGO "Teach for Ukraine".

For reference:

"Teach for Ukraine” is a non-governmental organisation that works to ensure that every child in Ukraine can fulfil their potential, regardless of their place of birth or residence.

The Teaching and Leadership Development Programme is implemented with the financial support of WNISEF (UMAEF).