The TTA had hoped that the Ali G character would help attract more men,
candidates from ethnic minorities and people with disabilities into the
profession. Sacha Baron Cohen, the actor who plays Ali G, had agreed to
star in the campaign.
A TTA spokesman said: "The rough cut hit at a time when his movie had just come out and there had been some bad press around the billboard ads for it. People said, 'We're over him now'."
Instead, the campaign through McCann-Erickson continues the 'Those who can, teach' theme, and will employ more male imagery than earlier advertisements.
Press ads will be placed in magazines aimed at men and ethnic minorities.
The TTA hopes the ads will attract 20% more men to primary school teacher training by September, raise recruitment of people from ethnic minority backgrounds from 7% to 9%, and increase trainees with disabilities to 3%.
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