Exploring all the ways that early childhood education matters*
NTUC First Campus is one of the leading early childhood care and education operators in Singapore. To land their business, we had to refresh their brand identity and strengthen their presence to both parents and educators.
We came up with three routes, each expressing a different aspect of early childhood education in the context of NTUC First Campus.
*Pitch work
Teaching Life Since 1977
Challenge: Parents do not place as much importance on preschool as they do on higher grades, because they feel that most of the “real” learning takes place in later years.
Insight: In fact, early childhood is where fundamental life lessons are imparted – intangibles such as kindness, character and social skills. When parents ask their child “what did you learn in school today?”, the answer is often “nothing”. But that couldn’t be further from the truth.
Creative solution: We remind parents of the universal firsts that they’ve experienced, and frame NTUC First Campus as a place where these formative first experiences happen.
It Takes a Kampong
Challenge: Some parents don’t see the need for preschool, because who could do a better job of raising their kids than themselves?
Insight: It takes a village to raise a child. Parents may be the main protectors and providers, but in a kid’s life there are often myriad other key figures who are critical to their development and growth.
Creative solution: Setting a uniquely Singaporean context, we parallel NTUC First Campus to the modern-day kampong, where various key figures positively influence children and arm them with skills and lessons that parents may not be able to.
Paving the Way for Potential
Challenge: Those who can’t do, teach. Teachers are often overlooked, especially for their contributions to children at the earliest stage.
Insight: A preschool educator’s role goes far beyond just teaching. In the classroom and beyond, they act as parent, counsellor, mediator, protector and more. All in service of realising a child’s potential.
Creative solution: We highlight all the ways that teachers do more than just teach, and show parents that NTUC First Campus educators are dedicated not to a curriculum, but to paving a path towards sculpting good people who will lead productive lives.