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Ogilvy Singapore seeks to redefine ‘paperwork’ in new recruitment ad for pre-school teachers 


Singapore’s Early Childhood Development Agency has launched the next phase of its ongoing ‘Shape Our Tomorrow’ campaign, to encourage young people to consider a career as a pre-school educator. 

The new campaign is called ‘It’s Not Just Work When You Work With Children’ and has been created by Ogilvy Singapore and Geometry Singapore. It seeks to redefine office chores in the context of working with children.  

The video’s immediate aim is to drive potential jobseekers to an upcoming career fair.

Speaking about the campaign, ECDA director of partnerships and programmes Pauline Mo said: “Our intent is to show how everyday work tasks such as presentations and paperwork can take on a different dimension and meaning when they are carried out with and for young children.

“Through this, we hope to inspire those who enjoy being around young children to reflect on how different their daily work efforts can be if they are part of the early childhood sector.”

 Ogilvy Singapore business director Phuc Nguyen said: “This year, we have been more targeted in our approach to specifically encourage those already attracted to the idea of working with young children to take a leap of faith and make a career-switch. 

“Anyone who has the passion and aptitude should take action and find their calling in early childhood education.”

 Geometry Singapore executive creative director Jorge Thauby added: “The creative challenge was to not disapprove other professions and to not over-sell what a teaching job is like but to present in a way that viewers make their own decisions. 

“No job is without challenges but not every job offers the fulfilment of shaping a child’s life. This campaign is all about making jobseekers see this simple truth and choose a new career path accordingly.” 

The campaign video will run on all social media platforms including Facebook, Instagram and YouTube till August 17.

Ogilvy Singapore had won the ECDA business in 2018 and late last year, launched a campaign which aimed to position the job as an early childhood educator as being about a lot more than “babysitting” or “playing.”

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 www.ecda.gov.sg/ShapeOurTomorrow now!#ShapeOurTomorrow

Posted by Beanstalk Singapore on Thursday, October 4, 2018

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