Tomorrow's Teachers Scholarship Campaign

Diversifying the classroom: Driving applications for Massachusetts’ new teacher scholarship

Only 8.5% of educators in Massachusetts were teachers of color in 2021-2022, a long-standing gap despite clear evidence that students perform better when taught by teachers who share their background. The Massachusetts Department of Higher Education (DHE) developed a new scholarship offering up to $25,000 per year for residents pursuing a teaching license at a Massachusetts public university and committing to teach in a Massachusetts K-12 public school. With a three-month application window, DHE brought in C+C to drive awareness and applications, with a goal of 200 qualified applicants. C+C’s phased digital media strategy targeted areas with the highest populations of Black and Latino students and adults, using Facebook, Instagram, and paid search.