CHALLENGE
Matehetsz is one of the key organizations in Hungarian talent development. Its mission is to discover and support talented individuals in Hungary and beyond, provide related guidance, and train and educate teachers working in schools. In 2024, Matehetsz developed a conversation card game for teachers and commissioned our agency to support its sales. This posed an exciting challenge, since at the client’s request we did not run a traditional sales campaign but rather a PR campaign.
SOLUTION
Our first task was to find a “story” closely tied to school work, one that was not only relevant and timely but also capable of sparking broader discussions in both media and social media. The reframing focused on burnout—a serious issue for teachers and professionals in helping roles.
In our first press release on teacher burnout, we highlighted international research results and drew attention to the importance of collegial relationships and trust in prevention.
As the next step, together with our client, we carried out a non-representative survey on teachers’ wellbeing. Around 500 respondents—including schoolteachers, kindergarten teachers, and other educational staff—completed the online questionnaire. The survey revealed that two-thirds of teachers had already experienced signs of burnout.
The results were presented at a joint professional day organized by Matehetsz and Apor Vilmos Catholic College. Although the two institutions had already cooperated professionally in the past, this event was specifically initiated by our agency in line with Matehetsz’s communication goals. Several media outlets attended the event, and afterwards we issued a press release summarizing the survey results and the key insights from the roundtable discussion.
RESULT
The topic of teacher burnout generated more than 35 media appearances, and we arranged 14 interviews for the executive president of Matehetsz. As a result, both burnout and the teacher cards were covered by a wide range of media—from professional journals and women’s magazines to national radio and television. Thanks to the reframing, we not only helped bring an important social issue into public discourse, but also achieved Matehetsz’s original goal: the teacher cards reached a much broader professional audience.