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Singapore English language school launches phonics sing-along with local flavour for SG50

Content agency Click2View has created a video that both promotes an English language school in Singapore and helps children learn the alphabet.

The four minute sing-along for My English School language centres uses Singaporean references such as E for Esplanade, K for kaya toast and T for Tampines and will be used in phonics classes and at education conferences and exhibitions.

The video, which targets young mothers and launched in the run-up to Singapore’s SG50 celebrations, has been viewed more than 7,000 times since it was uploaded to YouTube on 23 July.

Click2View’s business development manager Mack Hampson explained how the idea came about: “As I was researching various approaches and concepts I had an experience on the MRT when a screaming child was calmed almost instantly when his mum gave him something to watch on her smartphone. That something was a phonics song. I haven’t got kids but when I searched YouTube for phonics songs I found hundreds including one that had been viewed over 300 million times.  But none of them were unique to the Singaporean market. I figured the appetite for phonics songs was there, all we had to do was localise it.”

Credits:

  • Executive Producers, Neal Moore & Simon Kearney
  • Producer, Jessica Golding
  • Designer, Sin Yee LEE
  • Animator & Editor, Sid Jumala
  • Content Director, Tom Radford
  • Production Manager, Clarisse Poh
  • Business Development Manager, Mack Hampson
  • Music by Keir Moore
  • Lyrics by Jessica Golding & Gerold Kaske
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