New campaign aims to lift the mana of teachers

A new campaign titled ‘Teaching shapes what matters most’ was launched by the Teaching Council of Aotearoa New Zealand (TCA) at the end of Term 2. The campaign aims to lift public perception and respect for teachers by highlighting their expertise and skill.  

The message ‘teaching shapes what matters most’ will reinforce the value of teachers as high skilled experts who develop young brains, countering the narrative that teachers are simply caretakers.  

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The launch was accompanied by a new website which includes teacher stories, expert insights and research; more content is planned in the coming weeks. 

The campaign responds to a 2023 survey conducted by TCA which found 90 percent of New Zealanders said they valued teaching, yet teachers still feel undervalued, underpaid and undermined. The TCA says their research shows this disconnection is due to the inaccurate perception that teaching is low-status and low-skilled.  

A spokesperson for TCA added that the campaign aims to address stereotypes and show teaching a new light.  

“We know the work teachers do is complex, courageous, and deeply skilled. This campaign is a tribute to that – to the moments they spark curiosity, build resilience, and shape the neural connections that support lifelong learning.” 

Since the campaign launched last month, feedback has been “deeply affirming” says the TCA.  

“The video, stories, and research we are sharing have sparked pride and productive conversation.  

“We hope that current teachers feel seen, respected, and supported. We hope that future teachers feel inspired to enter the profession knowing their hard work will be valued and celebrated. We know that there is still a long way to go, this is just the beginning.” 

The campaign will be ongoing as part of TCA’s advocacy role. A spokesperson adds: 

“This is more than just messaging, it’s a movement. It invites all of Aotearoa to rethink what teaching really is and to stand with educators in shaping a better future.” 

Lesley Hoskin, Chief Executive of TCA says one of the council’s strategic priorities is “proudly communicating the value and expertise of teachers as true professionals. 

“Teaching demands high levels of knowledge, specialised skills, and strong personal qualities. When we recognise the true expertise of teaching, everyone benefits – learners, whānau, communities, and the future of Aotearoa. This message is a vital part of our commitment to strengthening the mana of teaching, so that teachers can change lives.” 

To teachers, Hoskin says:  

“You shape what matters most. Every moment you spark curiosity, build resilience, and guide learning, you’re not just teaching – you’re shaping lives. This campaign is for you and because of you, and in celebration of your expertise. We see you, we value you, and we stand with you.”