NTUC First Campus
Brand Campaign Proposal.
Disclaimer: This campaign is not published.
Brand Background
NTUC First Campus is a leading early childhood education provider in Singapore, offering affordable, high-quality childcare and preschool services. Through brands like My First Skool, it supports holistic child development and lifelong learning.
The Brief
A brand campaign to drive awareness of NTUC First Campus with focus on the three vital skills: relational, global-citizenship and digital intellgence.
The Challenge
NTUC First Campus is a group of education brands focused on early childhood education. While as an organisation the hierarchy is clear, to consumers it can get confusing when marketed to. This is especially when the primary interface and touchpoints with parents are the individual school brands in a category that is predominantly user-researched.
To run a purposeful brand campaign, we first need to establish the role of the NTUC First Campus brand that is distinct yet clearly connected to the respective schools as a parent brand to consumers.
The Creative Approach
Position NTUC First Campus as a trusted label that clearly conveys its ethos across all sub-brands. Early childhood education is a vital milestone for preparing children for the real world, anchored in developing three vital skills: relational abilities, global citizenship, and digital intelligence.
The overarching message is that every NTUC First Campus brand equips children with these foundational skills to confidently transition into primary school and beyond. This vision is driven by a single-minded mission: enabling bright futures for every child and their family.
The Big Idea
Our Real Big World
A campaign that invites the public to explore how NTUC First Campus is uniquely positioned and built to prepare every child for bright futures in the real world ahead
Creative Director: Poh Wee Koon
Junior Art Director: Ashley Ng
Copywriter: Andrea Raeburn