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THE 1% SHAPING TOMORROW
by THE EARLY CHILDHOOD DEVELOPMENT AGENCY (ECDA)
Humpty Dumpty leads the charge in revolutionising Singapore's
Early Childhood Sector.
Warning: Long entry ahead.
Year two working with ECDA, and things already felt different.
Clients were getting bolder, and the trust we’d built with the Humpty campaign was finally paying off.
Then this idea dropped into our heads—and we knew we’d struck gold.
Preschool educators make up just 1% of our local workforce.
Or 0.6667%, if you want to get technical.
Most don’t aspire to the role. And those in it often expire out of it.
Just when that number seemed more discouraging than ever, we found a hidden truth:
The reason it’s so small is because not everyone is cut out for this.
Not everyone can be the 1% Shaping Tomorrow.
The film is unapologetic and bold, directly confronting stereotypes about early childhood professionals. The only way to disarm these misconceptions was to own them—and then rewrite the story.
We put these KVs at train stations and bus stops, and got people talking.
Then, the social extension.
Since we wanted to showcase these educators as the highly skilled professionals they are, we needed to do something out of the ordinary. So we took a card from Forbes, an established authority in all things business professional... and created our own version of Forbes 40 Under 40.
Introducing the 60 Under 1%.
60 EC Educators from all walks of life, yet who share one commonality.
They are part of the 1% Shaping Tomorrow.
We did a massive photoshoot and plastered them along long walkways.
We created a Nike-esque intro video to hard launch them.
It had to be big.
It had to be epic.
*****
So we did more.
Creating solo videos that gave people a deeper look into different EC roles, broadening their understanding of the profession beyond diaper-changing and storybook reader.
Then, we did more.
Now that we've established who the 1% are, it's time for the 99% to respond.
In conjunction with Teacher's Day, we launched THE 99% BUTTON.
Each push of the button signifies a commitment made by the 99%—to the 1%.
A commitment to give trust, respect, compassion...
To give the 1% what they truly deserve.
At the time of writing, this activation is still underway.
Updates will come after the activation has concluded.
Creative Director (Copy) Guilherme Machado
Creative Director (Art) Khalid Osman
Senior Copywriter Natalie Goh
Creative Group Head Samantha Branson
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