Parents are teachers too!
How do I prepare my child for school? It's the question on many young parents’ minds. When we started the journey with Yayasan MENDAKI, the brief was simple—to uplift the academic performance of Singapore’s Malay-Muslim community by helping parents realise that they are teachers too.
Focus Groups
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Leaving the nest
After a vigorous research process consisting of five focus groups and a quantitative street survey, we found that parents were looking for a community that carried Yayasan MENDAKI’s credible endorsement and yet felt independent of the institution. With our client’s blessing, we created “ReadySetLearn”, an energetic brand that invites parents and children alike to be brave enough to leave the nest and embark on the journey ahead.
It's fajar!
Inspired by the famous proverb “the early bird catches the worm”, this logo represents ReadySetLearn’s goal of helping children get a headstart in their education journey. The parent and child birds are composed of speech bubbles which capture precious, two-way learning moments. Lastly, the birds were set against the early rising sun or “fajar”, the Muslim community’s first prayer of the day.
Creating a platform for parents to chat
While our client initially set out to create a brand completely about academic preparedness, the focus groups gave us insight to what truly kept parents up at night—how to cultivate their child’s social and emotional skills. Beyond an informational brand, we also knew that parents craved conversation and community. Thus, we created a social media strategy built around live interaction, drawing parents in to make them feel connected.
Leveraging on MOE’s Nurturing Early Learners (NEL) Framework, we created content that tackled topics such as developing social-emotional competencies, inculcating values, and instilling learning dispositions. We also curated teaching videos and fortnightly Instagram Live sessions with education experts as well as parents from the existing Yayasan MENDAKI Community. The online content was paired with an ongoing physical campaign where we mailed out affirmation card sets to teach parents to engage their children through encouragement.
Ready, set, stats!
With more than 1k Instagram followers since its inception in October 2023, ReadySetLearn’s Malay-Muslim parenting community has been steadily growing.
Within two months of the brand launch, we achieved the following statistics with minimal digital advertising:
Chan Hsin Yee, Dawin Ho, Elizabeth Ngoo, Joanne Kwok, Nathan Chew, Scott Lur, Stacy Tan