The Early Childhood Development Agency (ECDA) has launched a three-year nationwide campaign, together with creative agency BLKJ Havas Singapore, with the tagline ‘Empower Today, Shape Our Tomorrow’ to engage a wider audience – parents, current and potential early childhood professionals – on the importance of holistic development for children and strengthening parent-preschool partnership to shape our children’s tomorrow.
This campaign builds upon the ‘Shape Our Tomorrow’ campaign launched in 2018 to enhance the public’s understanding and recognition of early childhood professionals and attract more quality educators to the sector.
The refreshed campaign launches with a thought-provoking film that puts a fresh spin based on the familiar nursery rhyme Humpty Dumpty which never actually refers to Humpty Dumpty as an egg. In the film, we see preschoolers exploring possibilities of what their own “Humpty” could be under the encouragement of their parents and educators, demonstrating how children can learn beyond limits when parents and educators empower them to be inquisitive. A series of three key visuals accompany the video to reiterate the importance of holistic learning for children’s development, parent-preschool partnership and building resilience in young children.
At the ECDA Fellows Appointment Ceremony and Early Childhood Learning Communities Welcome Event in April 2024, Ms Sun Xueling, Minister of State, Ministry of Social and Family Development made reference to the campaign in her speech.
Xueling said: “It speaks of empowering educators, parents, and children to do what they do best to support the growth and development of our young children. This can be achieved when we let our children be children to play, learn, and explore; when we let educators be educators to nurture, care, and guide in preschools; and when we let parents be their children’s life teachers at home.”
Through the refreshed ‘Shape Our Tomorrow’ campaign, ECDA reaffirms its commitment in walking alongside parents during their child’s formative years and champions access to affordable and quality early childhood development services and programmes for every child.
The refreshed ‘Shape Our Tomorrow’ campaign also aims to further encourage conversations on the importance of holistic education beyond academic learning by engaging members of the public through hands-on and interactive on-ground activations that will be held later this year.
“We are very excited to be embarking on this meaningful project with ECDA. The project team truly believes in the key message of ‘Empower Today, Shape Our Tomorrow’! At BLKJ Havas, we strive to make a meaningful difference with every move, and we believe strongly that our multi-platform approach in this campaign can effect positive change in the lives of young children and the early childhood education sector,” said Rowena Bhagchandani, CEO of BLKJ Havas.
