A multi-year professional development and recruitment campaign supporting over 80,000 NYC educators through instructional design, leadership tools, and onboarding.
New York City needed to support the largest teaching force in the country while facing burnout, declining retention, and a worsening teacher shortage.
We built a multi-part campaign that combined reflective, asynchronous training with leadership tools and targeted recruitment outreach—designed to support current educators, attract new ones
Most education campaigns focus on either raising awareness or providing support. This one had to do both—at scale. It needed to attract new recruits while offering something real and relevant to educators already in the system. The same message had to land with someone entering their first classroom and someone on the edge of burnout.
That’s why we grounded the work in Pedagogy of the Oppressed. Freire’s focus on agency, reflection, and lived experience resonated with the cultural complexity of teaching in New York City—where no two classrooms, or teachers, are the same. It gave the campaign an emotional center. This wasn’t just content delivery—it was recognition. A way to make teachers feel seen, respected, and part of something bigger than a training module.
Yes. The training became the most completed and re-engaged non-mandatory content on the NYC DOE platform. It outperformed all other voluntary initiatives in both completion and return visits. And during rollout, traffic to TeachNYC.com rose by roughly 7%—a clear sign the recruitment messaging was landing alongside the support.
Best-in-class asynchronous learning supported educators with executive function tools and time management strategies. A companion series delivered nuanced curriculum on assessment as, of, and for learning.
