Who said Humpty Dumpty had to be an egg, asks ECDA in new film

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The Early Childhood Development Agency (ECDA) has launched a three-year nationwide campaign with the tagline, ‘empower today, shape our tomorrow’. It aims to engage a wider audience - parents, current and potential early childhood professionals - on the importance of holistic development for children and strengthening parent-preschool partnership to shape our children's tomorrow, it said.

The campaign refresh launched with a film that puts a fresh spin on the familiar nursery rhyme Humpty Dumpty, which never actually refers to Humpty Dumpty as an egg. The film depicts preschoolers exploring possibilities of what their own “Humpty” could be under the encouragement of their parents and educators.

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Children in the film are seen engaging with everyday items as well as going outdoors to discover what Humpty could be. Each child returns to class with a different interpretation of Humpty, demonstrating how children can learn beyond their limits when parents and educators empower them to be inquisitive.

A series of three key visuals accompany the video, each with a different tagline related to Humpty Dumpty.

Other questions asked in the visuals include "So what if Humpty had a great fall?" and "Maybe we can put Humpty together, together?", encouraging active inquisition with a supportive home-preschool environment.

“It speaks of empowering educators, parents, and children to do what they do best to support the growth and development of our young children. This can be achieved when we let our children be children to play, learn, and explore; when we let educators be educators to nurture, care, and guide in preschools; and when we let parents be their children’s life teachers at home.” said Sun Xueling, Minister of state, Ministry of Social and Family Development with reference to the campaign.

The campaign refresh was done in collaboration with creative agency BLKJ Havas. It builds upon the ‘Shape Our Tomorrow’ campaign launched in 2018, an ongoing effort by ECDA to enhance the public’s understanding and recognition of early childhood professionals and attract more quality educators to the sector.

By refreshing the campaign, ECDA hopes to reaffirm its commitment in walking alongside parents during their child's formative years and championing access to affordable and quality early childhood development services and programmes.

ECDA said it is also hoping to use hands-on and interactive on-ground activations later this year to engage members of the public, encouraging conversations on the importance of holistic education.

“At BLKJ Havas, we strive to make a meaningful difference with every move, and we believe strongly that our multi-platform approach in this campaign can effect positive change in the lives of young children and the early childhood education sector," said Rowena Bhagchandani, CEO of BLKJ Havas.

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