Ogilvy Singapore creates campaign to recruit teachers for pre-schoolers

Singapore’s Early Childhood Development Agency – a government body that oversees key aspects of the welfare of children below age seven – has launched ‘Shape Our Tomorrow’, its first national campaign.

The lead agency on the campaign is Ogilvy Singapore, which was assigned the mandate earlier this year, and has partnered with Geometry, Kantar and MediaCom.

The campaign’s goals are to recruit and recognise teachers and educators at the kindergarten and care centre level, highlighting the role they play in the development of a child.

ECDA Shape Our Tomorrow TVC

At the Early Childhood Conference 2018, Minister for Social and Family Development Mr Desmond Lee launched the national campaign for the early childhood sector, with a preview of the television commercial that will be screened from next week onwards. The campaign will see greater coverage of the important work of early childhood educators, highlighting their invaluable role in building strong foundations for life.Tag an early childhood educator who has made a difference in a child’s life! If you know someone who is interested to join us and make a difference for future generations too, visit now!#ShapeOurTomorrow

Posted by Beanstalk Singapore on Thursday, 4 October 2018

Scheduled to run till December, the campaign aims to take the number of pre-school educators up to 20,000 by 2020 from 17,000 at present.

The scope of ‘Shape Our Tomorrow’ includes include earned influence through pitched stories, mainline advertising and a digital component.

A note from Ogilvy said the campaign intended challenging misconceptions that preschools are merely babysitting services and that the teachers spend their time ‘just playing’. The agency further adds that feedback from early childhood educators to the initiative has been positive.

Ogilvy Singapore’s group managing director Chong Ee Rong said: “Early childhood educators are a special group of educators because they lay the first brick of learning in the life of a child.

“The intent behind the campaign is to elevate the perception of early childhood educators, dispelling misconceptions and emphasising the passion and professionalism of each educator.  We’re thrilled to be working with ECDA to appreciate the tireless efforts of our early childhood educators, whose daily efforts mould and shape little minds.”

The ECDA’s director – partnerships and programmes Pauline Mo said: “As one of the first teachers in a child’s life, early childhood educators play an important role in giving our children a good start in life. ‘Shape Our Tomorrow’ is part of our continued efforts to uplift the early childhood profession, and build greater respect and recognition for our early childhood educators.”


Client: Early Childhood Development Agency (ECDA)

Lead agency: Ogilvy Singapore

Creative agency: Geometry

Executive creative director: Geometry -Jorge Thauby

Account management: Ogilvy Singapore –  Phuc Nguyen, Claire Yong, Stephanie Awyong, Yong Shi Yun, Beatrice Tan, Regina Ho

Strategy and planning: Ogilvy Singapore – Frederick Tong, Oviyum Ezhilan

Art director: Geometry – Kimmy DeLeon

Copywriter:  Geometry – Julian Gutierrez

Agency producer:  Ogilvy Singapore – Sharon Leong

Production house: FreeFlow Productions

Director: Peggy Goh

Photography: Nemesis pictures

Public Relations: Ogilvy Singapore – Claire Yong, Stephanie Awyong, Yong Shi Yun, Beatrice Tan and Regina Ho



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