Good leadership in any profession is vital when it comes to creating motivation, engagement and job satisfaction. The Danish Government recognize that this is as true for education as any other profession and therefore launched a talent program to find, support and train the school principals of tomorrow.

The Danish Ministry of Education asked Goodmorning Technology to create an identity and concept for a national campaign; Talent for Leadership. The campaign initiated a national search for undiscovered talents by promoting and informing current principals and teachers about a new talent course of development in school leadership.

The Result
Public campaigns initiated by the government tend to be a little safe in their expression - both visually and conceptually. Not this time. Talent for Leadership was given an identity with strong signal colors, an unusual format and a clear message which draws attention to the varied roles and skills required of a leader in the school system. All elements are flexible and can be used for both on – and offline platforms.

The challenge
GMTN kicked-off the project - the way we (almost) always do – by investigating the target group. What, in their opinion, needs to be communicated and how? With this insight, we created a campaign concept focusing on the many different roles a leader in the school system needs to fulfil. The range of tasks includes handling highly personal matters to budgets and policy. Whereas research showed that men often have no problem identifying these qualities in themselves, women are, initially, less self-assured. A central aim of the campaign was to tackle this imbalance and address women as an important target group. We also found that that posters and other kinds of campaigning material often disappears in the flood of publications which cover the staff room.