This week the BBC has being paying tribute to Sir David Attenborough, ahead of his 100th birthday later this month. There is no doubting that Sir David has had a great deal of influence on many people through his television documentaries, at first in shades of grey, and then in colours that have improved as television screens have become ever more sophisticated in replicating the colours of the real world.
But who influenced Sir David Attenborough in his choice of career? Way back in 1997, the then Teacher Training Agency decided to commission two cinema advertisements. One, that received all the attention was called ‘talking heads’, and featured head and shoulder shots of a range of celebrities just saying a name to the camera. The trap line at the end was ‘no one forgets a good teacher’.
The other, far less well-known advertisement commissioned by the Teacher Training Agency in 1997 featured a teacher called Horace Lacey and a pupil called David Attenborough. You can see it here. Teacher Training Commercial: Horace Lacey | Catalogue | History of Advertising Trust My thanks to the History of Advertising Trust.
Both adverts were placed in cinemas, and because it was before the general use of websites and urls, postcards were placed in cinema foyers to provide the contact details for anyone interested in teaching. After all, it was impossible to write down a phone number in the dark of a cinema at the time when the advert was actually being played.
At the same time, the agency produced a famous poster with the stap line ‘the dog ate my homework.’ a phrase that passed into common parlance for a period of time.
After a few years, advertisements for teaching as a career started to reappear on TV screens, albeit at the wrong time of year to make any significant short-term difference to recruitment. I made an oblique comment about the effects of TV advertising in this post Do TV adverts work? | John Howson However, I am afraid the title is a bit of a misnomer.
So, my very best wishes to Sir David Attenborough. I hope that all the publicity surrounding his 100th birthday will help inspire the next generation of young people, and the present generation of undergraduates, to take up teaching as a career. I also hope that the attention to Sir David’s birthday also encourages us to honour the memory of Horace Lacy, and countless hundreds of thousands of other teachers like him that have inspired their pupils down the generations.
Thank a teacher, it is an inspiring job that is like no other. And, although I may not have inspired many of my pupils, I did recognise those around me, both in school and higher education that changed lives and careers. My personal thanks to them.


