NYC Public Schools

New York City Public Schools faced a new challenge in the start of the 2025-2026 school year: There were too many students and not enough teachers. In an effort to recruit more teachers from private schools or competing school districts, NYCPS tasked the team at Malone Creative Group with conceptualizing a recruitment campaign that would actually work. There are a plethora of recruitment campaigns throughout the city. Police officers, firemen, delivery drivers, etc. So how do we convince people to choose a historically underpaid and undervalued career in one of the most expensive cities in the world and make that more appealing than all the other paths? By extracting human truths from three of the best teachers in the city. So what's kept these teachers at NYCPS for longer than I've been alive? Because in NYCPS, these individuals get to Teach Where They Belong.