ECDA, Ogilvy and Geometry Singapore demonstrate the irreplaceability of preschool teachers in a film to celebrate Teachers’ Day
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.
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, recognise and retain early childhood educators.
“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. 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.
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