Love what you do. Love where you do it.

The School District of Philadelphia is the 6th largest school district in the United States and operates 138 schools with a yearly operating budget of $1 billion. The school district needed an advertising campaign that would provide them with enough applications to hire 2,500 teachers and support staff. 

Magnum developed the campaign, "Love what you do. Love where you do it". The campaign focused on people who were passionate about teaching and living in Philadelphia, the City of Brotherly Love. ​The campaign captured real teachers in their classroom as well as them enjoying the city's amenities. Magnum built a stand-alone website with a custom URL (www.teachinphilly.com) to track and measure impressions and conversions. The campaign embraced all media channels and generated over 150,000 impressions. This provided The School District of Philadelphia with 6,000 applications... more than enough to reach their hiring goal!