Singapore, 06 September 2019 –The Early Childhood Development Agency (ECDA), together with Ogilvy Singapore and Geometry Singapore, has launched its latest video to celebrate Teachers’ Day.
Continuing from Teachers’ Day 2018 where ECDA commissioned a video observing four professionals from different industries each taking on a preschool class, this year’s edition features a social robot powered by Artificial Intelligence (A.I.) conducting a class with a room full of inquisitive young children.
Ms Pauline Mo, Director (Partnerships & Programmes), ECDA, said, “In this digital era, the Early Childhood sector is harnessing advanced technology, including A.I., 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.”
Since 2018, the ECDA embarked on a three-year national campaign, Shape Our Tomorrow, to recruit, recognize and retain early childhood educators.
“As we encourage more passionate educators to join the sector, we hope more people will recognize 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. Please join us in wishing our early childhood educators a very Happy Teachers’ Day,” added Ms Mo.
The video, which has launched across Facebook, Instagram and YouTube, headlines the integrated campaign that features extensions on print, influencer engagement and a series of content partnerships that celebrate the irreplaceability of preschool teachers.
Ogilvy Singapore has been appointed the agency on record since 2018 to support ECDA’s efforts to transform and grow the early childhood sector in Singapore, by leveraging the agency’s capabilities in consumer insights, brand strategy, behavioral change, creative, social and digital services.
