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Early Childhood Development Agency
Shape Our Tomorrow
RAN IN: Singapore
CLIENT
Early Childhood Development Agency
AGENCY
Phuc Nguyen / Business Director / Ogilvy Singapore
Frederick Tong / Strategy Director / Ogilvy Singapore
Oviyum Ezhilan / Strategist / Ogilvy Singapore "Claire Yong / Account Director / Ogilvy Singapore
Stephanie Aw-Yong / Senior Account Manager / Ogilvy Singapore
Yong Shi Yun / Account Manager / Ogilvy Singapore
Beatrice Tan / Account Manager / Ogilvy Singapore
Regina Ho / Associate / Ogilvy Singapore
Claudio Chock / Art Director / Ogilvy Singapore
Cheryl Teo / Copywriter / Ogilvy Singapore"Chong Ee Rong / Group Managing Director / Ogilvy Singapore
Geometry Global Singapore *Lead Agency
Jorge Thauby / Executive Creative Director / Geometry Global
Julian Gutierrez / Creative Director / Geometry Global
Kimmy De-Leon / Art Director / Geometry Global
GroupM Singapore
Caslyn Yong / Media Planner / GroupM
Susanna Mak / Media Director / GroupM
Eileen Lai / Business Director / GroupM
SUMMARY
Pardon our Hokkien: early childhood education is often colloquially (and crudely!) characterised as “shit work” because of diaper changes, low salary and lack of respect; it isn’t “real” teaching. We therefore set out to reposition early childhood educators from nannies who change diapers, to teachers who change lives. With Shape Our Tomorrow, the sector’s first ever campaign, we shifted perception (at least 16-point lift in being seen as meaningful, challenging and rewarding), made the sector more attractive (70%), and drove a 46% surge in potential applications.
CASE VIDEO
Language: English
