The National College for School Leadership (NCSL) is concerned that a larger than average number of head teachers are set to reach retirement age in the next two years.
Latest estimates by the body, which reports into the Department for Children, Schools and Families, show that 3,500 head teachers will be retiring in 2009. This compares with 2,250 in 2004.
Band & Brown associate director Julia Parmenter is leading the account. Shesaid: ‘Many head teachers are part of the baby boomer generation and are set to retire at the same time, which creates a larger number of vacancies that need to be filled.’
The new campaign, called Tomorrow’s Leaders Today, is targeting all those in the profession with a desire to move on to become head teachers – from those who are newly qualified to deputy head teachers.
The agency will be focusing on media relations activity targeting the specialist teaching press.
Activity will include research data and case studies of head teachers such as Ian Andain, who is head of Broad Green High School – an inner-city comprehensive school in Liverpool. It is hoped that the case studies will inspire teachers to take the next step in furthering their future careers.
‘The focus is on positive messages about taking that next step in their career and the rewards of the job,’ said Parmenter.
Band & Brown was appointed following a three-way pitch.