27 September 1999

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NEW SERIES OF ADVERTISEMENTS

1. The Ministry of Education will be launching a new series of advertisements on Saturday 25 September 99. The advertisements, comprising television commercials and print advertisements, highlight the importance of a well-rounded education for our children and the critical roles teachers play in the process.

Television Commercials

2. The new series of television commercials reinforce the fact that education is about nurturing the whole child. Education means developing a child morally, intellectually, physically, socially and aesthetically. Apart from skills and knowledge, we want our children to have sound morals, strength of character, healthy habits, team spirit and an aesthetic appreciation of the world around them. Schools need the support of parents and the community to achieve this.

3. The new series comprises 4 television commercials. The central theme is "Education. Beyond grades. Beyond the classroom." Each commercial depicts how academic subject knowledge (e.g. Mathematics, Physics, Geography and Chemistry) is applied in familiar settings of everyday life, while relating back to our objective of developing the whole child.

4. The 30-second television commercials will first air on Saturday 25 September 99, on TCS channels 5 and 8 during the evening primetime slots.

Print Advertisements

5. The new series of print advertisements focuses on the critical roles teachers play in nurturing the whole child. Teaching is a multi-faceted profession, which goes beyond imparting content knowledge. A teacher identifies and nurtures the talents and abilities in every child, and develops each child to his fullest potential. A teacher also provides care and encouragement to the pupils, and inspires in them the love for life-long learning.

6. The current advertisement tagline of "TEACH. Mould the Future of Our Nation" represents the mission statement of the Education Service, and is retained in the new series.

7. The print advertisements will first run on Sunday 26 September 99 in the Sunday Times.

Conclusion

8. Education is important in making the best future for our young, by preparing them for the challenges of the next millennium. This can be achieved by having good teachers, with the support of parents and the community, provide every child with a holistic education.