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...