Campaign Spotlight: ECDA, Ogilvy and Geometry Singapore Challenge the Notion of Work in Latest Recruitment Campaign


Singapore – As part of its three-year national recruitment campaign, Shape Our Tomorrow, the Early Childhood Development Agency (ECDA), together with Ogilvy Singapore and Geometry Singapore, has launched its latest campaign titled, “It’s not just work when you work with children”.

Headlining the campaign is a hero video that challenges jobseekers to re-evaluate their definition of what makes work truly meaningful to them, igniting the notion that perhaps not all work is made equal.

Shape Our Tomorrow Career Fair for Early Childhood Care and Education

Pauline Mo, Director (Partnerships & Programmes), ECDA, said, “Our intent is to show how everyday work tasks such as presentations and paperwork can take on a different dimension and meaning when they are carried out with and for young children. Through this, we hope to inspire those who enjoy being around young children to reflect on how different their daily work efforts can be if they are part of the early childhood sector.

The hero video seeks to drive potential jobseekers to an upcoming career fair – the Shape Our Tomorrow Career Fair for Early Childhood Care and Education on 16 – 17 August 2019 at the Suntec Singapore Convention & Exhibition Centre.

Phuc Nguyen, Business Director, Ogilvy Singapore, said, “This year, we have been more targeted in our approach to specifically encourage those already attracted to the idea of working with young children to take a leap of faith and make a career-switch. Anyone who has the passion and aptitude should take action and find their calling in early childhood education.”

Jorge Thauby, Executive Creative Director, Geometry Singapore, added,The creative challenge was to not disapprove other professions and to not over-sell what a teaching job is like but to present in a way that viewers make their own decisions. No job is without challenges but not every job offers the fulfilment of shaping a child’s life. This campaign is all about making jobseekers see this simple truth and choose a new career path accordingly.” 

Ogilvy Singapore has been appointed the AOR of ECDA since 2018 to drive the recruitment agenda for the sector, leveraging the Agency’s capabilities in consumer insights, behavioural brand strategy, creative, social and digital services.                              

The video is running across social media platforms including Facebook, Instagram and YouTube till 17 August 2019. 

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