Making preschool the place to be for kids and adults alike
Amongst early childhood care and education providers, NTUC First Campus is unique. As a sector leader, they are in an especially powerful position to influence young lives.
Building on the insight that preschools are where children encounter many firsts in their lives, we depicted NTUC First Campus as a place where these first ambitions could be moulded into reality, thanks to their vast resources and top-tier talent.
Taking cue from the tagline “Imagining Bright Futures since 1977”, we launched a digital campaign evoking childhood dreams and positioning NTUC First Campus as the place that realises them in the form of bright futures for children.
Appealing to aspiring educators with the promise of growth
Entering the recruitment phase of the campaign, we had to convince would-be educators that NTUC First Campus is the ideal place to realise their ambitions.
The NTUC First Campus community takes great care of its educators – furnishing them with all the support and tools they need. In this way, by helping educators grow, they indirectly help children grow better.
Drawing from this fact, we developed a growth-chart inspired visual treatment featuring real staff across different roles. In the process showcasing the diverse career paths, tracks for career progression and NTUC First Campus as a place where everyone grows.
