‘Penny Drop’ and Science ‘Clone’ DM packs
Training and Development Agency for Schools (TDA)
Issue 2 | July 2008
The Training and Development Agency for Schools (TDA), which works with the Government to promote the teaching profession in the UK, wanted to increase the number of applicants applying to teach Physics and Science. There’s intensive competition from other employers for the few graduates with science degrees. They often demand good salaries and roles in other professions. In addition, science has traditionally been seen as a fairly dry subject to teach, one that children find difficult to engage with. As a result of these factors, Initial Teacher Training courses in Physics and Science were under-recruiting. DraftFCB London’s task was to reinforce the unique rewards of teaching as a profession, as well as demonstrate the dynamic and highly interactive nature of the subjects themselves. It needed to demonstrate that science in modern schools is no longer a dull subject that fails to inspire or engage pupils.