‘REWRITE THE FUTURE’

No child’s future should be dictated by their background. But across the UK, disadvantage continues to define outcomes. ‘Rewrite the Future’ is Teach First’s new campaign and brand platform, a bold call to action to challenge this injustice, shift perception, and recruit the next generation of teachers and leaders ready to change the system from within.

At the heart of the campaign is a hero film voiced by Big Zuu, the BAFTA-winning artist and educational mentor who brings real-world experience and emotional weight to the message. His narration gives voice to the students who’ve been written off and those who step into classrooms to rewrite what’s possible.

Across the country, over 2 million children are being denied their full potential by poverty and inequality.

This campaign puts their stories front and centre – not with pity, but with power. And it invites the people who can help rewrite their future to step forward.

White handwritten-style text saying "Rewritethefuture" on a transparent background.

Is a rallying cry, call to action and mission.

Rewrite the Future is more than a line.
It’s a stand.

Either we believe background should not decide destiny, or we accept a system that writes children off before they’ve had a chance.

Every year, disadvantaged pupils finish school nearly three grades behind their peers. One in three never reach their potential. Change is not optional. It’s urgent. And Teach First are already proving what’s possible.

Launched across social, digital, TV and OOH, the campaign drives action and awareness in equal measure, from recruitment to brand reappraisal. A single rallying cry powers it all ‘Rewrite the Future.’

Three large posters on a black wall display images of students with text promoting educational opportunities and career aspirations, including phrases like 'Rewrite the future' and 'Never be bored at work again.'
A bus stop advertisement in a city featuring a young boy with curly hair and a thoughtful expression. The text says 'Rewrite the future' with a tagline 'Theirs and yours. Train with us. Teach First'. The background includes Big Ben clock tower, cars, and pedestrians.
A bus stop poster on a city street with a photo of a young girl in a school uniform and the text "Revisit the future, Theirs and yours. Train with us" and the logo of Teach First.
Advertisement at a train station promoting Teach First with a portrait of a young man with curly red hair, wearing a white shirt and a dark striped tie, with the slogan "Rewrite the future" and a sign at the top indicating the train line to Elizabeth Line Westbound Platform B.
Digital billboard in a subway station displaying an advertisement for Teach First with a young person holding a guitar and text that reads, 'Don't let their postcode determine their future. Rewrite the future. Teach First.'
A digital display in an airport or train station showing an advertisement with a young person playing a guitar. The text on the ad reads, 'You'll find no silver spoons here. But lots of mettle. Rewrite the future. Teach First. Train with us.' The display is framed by metallic panels and is mounted on a tiled wall, with the floor visible in the foreground.

Elspeth Lynn, creative partner at Unbound, said:

“ ‘Rewrite the Future’ is a line, but it’s also an invitation for the opportunity. Either we accept a system that quietly writes off millions of children, or we do something about it. Teach First teachers don’t just stand at the front of a classroom and teach math for 30 years - they stand up for what’s possible. And invite them to put their ambition to work where it matters most.”