Teacher’s Day campaign from Singapore’s ECDA points to the flaws in AI-powered educators
Singapore’s Early Childhood Development Agency has launched a video to celebrate Teacher’s Day, created by Ogilvy Singapore and Geometry Singapore.
Called ‘Nothing Can Replace An Early Childhood Educator’, the video takes up from where last year’s film left off last year, driving home the message that not just anyone can be a teacher. Through the course of the film, the supposed inadequacies of an AI-powered educator are revealed.
Last year, the ECDA Teacher’s Day special film featured leading professionals from other industries trying and failing to engage and educate a group of unruly preschoolers.
ECDA director of partnerships and programmes Pauline Mo said: “In this digital era, the early childhood sector is harnessing advanced technology, including AI, to improve work and administrative processes.
“However, the ability of preschool teachers in imparting values and social emotional skills in the formative years of young children is difficult to replace. This Teachers’ Day, we wanted to do something special to appreciate the unique abilities of our preschool teachers.”
“As we encourage more passionate educators to join the sector, we hope more people will recognise and appreciate the immense and commendable day-to-day efforts that our educators have put in to give our children a good start in life.”
The film will play out over Facebook, Instagram and YouTube and the wider campaign will include print, influencer engagement and a series of content partnerships.
Credits:
Project title: Nothing can replace an Early Childhood Educator
Client name: Early Childhood Development Agency (ECDA)
Lead agency: Ogilvy Singapore
Creative agency: Geometry Singapore
Creative: Jorge Thauby, Julian Gutierrez, Andres Meija
Strategy director: Frederick Tong
Account management: Phuc Nguyen, U-Lynn Lee, Beatrice Tan, Shiyun Yong, Regina Ho
Agency producer: Sharon Leong
Production house: VHQ
Director: Ale Ruax
Public relations: Ogilvy Singapore
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
Love this. Almost made me feel like going back to teaching.
ReplyLike attending an agency townhall.
ReplyMinus the straight answers, of course.
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