Early Childhood Development Agency Singapore: Shape Our Tomorrow

Frederick Tong

The Early Childhood Development Agency, which manages the early childhood education sector in Singapore, launched a multichannel campaign to improve the image of preschool education as a career choice and encourage applicants.

Campaign details

Brand: Early Childhood Development Agency SingaporeBrand owner: Early Childhood Development Agency SingaporeLead agencies: Ogilvy Singapore, Geometry SingaporeContributing agency: MediaCom SingaporeMarket: SingaporeIndustries: Educational, universitiesMedia channels: Cinema, Content marketing, Outdoor, out-of-home, Programmatic display, Social media, Television, Websites & micrositesBudget: 500k - 1 million

Executive summary

Pardon the Hokkien (Chinese dialect) slang: early childhood education is often colloquially (and crudely!) characterised as 'sh-t work' because of inevitable diaper changes, low salary and lack of respect; it isn't 'real' teaching. This was in spite of the fact...

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