Spark the start

Abstract

Spark The Start is a strategic communications campaign developed to supplement ongoing efforts addressing manpower constraints and perception challenges surrounding the Early Childhood Education (ECE) sector in Singapore. While ECE plays a pivotal role in shaping young lives and the nation’s future, it remains undervalued and often misunderstood, resulting in persistent difficulties in recruitment and retention. In parallel, Gen Zs increasingly seek careers driven by personal fulfilment, purpose and impact. Bridging the two, this campaign aimed to reposition ECE as a viable, meaningful path that resonates with Gen Z values while fostering greater appreciation from the broader public.

The campaign targeted two key audiences: Gen Z individuals aged 15-26, who are exploring or entering the workforce; and their parents, whose support and understanding remain vital in fostering openness toward diverse career choices. Through a mix of digital storytelling, interactive on-ground activations and co-created media partnerships, Spark The Start sought to spark honest dialogue, shift narratives and elevate the profession’s social value.

Beyond metrics, the campaign prioritised resonance — amplifying Gen Z voices, encouraging self-led reflection, and inviting parents to view career decisions through a refreshed lens. Evaluation insights reflected strong audience engagement, with significant digital traction and in-person interactions across multiple touchpoints.

While challenges remain, the campaign lays important groundwork for longer-term change in the sector. Ultimately, Spark The Start demonstrates how values-driven, human-centric storytelling can illuminate overlooked paths and move hearts — not just minds — towards the greater appreciation of early educators.