The campaign, created by Kitcatt Nohr Alexander Shaw, will highlight the ClipBank archive, which allows teachers to use Channel 4's educational film clips as material for school lessons, and enables students to integrate video clips into their project work.
The drive will include press ads in educational media such as Education Guardian, direct mail, email marketing and a microsite.
The creative for the direct mail campaign centres around the message to teachers that ClipBank's film clips could be "the spark that will help you light a fire in your students".
The mailing booklet features two photographs of a geography classroom full of bored and uninspired pupils, followed by a second image of the same classroom with animated pupils apparently in the middle of a tornado experience.
Across the two images the strapline reads "students will never change, but learning can".
The press ad shows the same picture of the tornado experience along with the strapline "are you ready to shake-up your classroom?"
The campaign targets secondary school teachers in science, history, Spanish, French, German, design & technology and geography departments.
Naomi Arnold, marketing manager at Channel 4 Learning, said: "Kitcatt Kohr has created a lively and humorous campaign to get teachers excited about how ClipBank could transform their lessons."
Paul Kitcatt, creative partner at Kitcatt Nohr, added: "The age-old principle is 'show not tell'. That's exactly what this campaign does.
"The product allows teachers to do the same in their lessons, so it's a perfect marriage of benefit and creative concept."
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