How well do you score in parenting?

Singapore’s education and learning centre, The Learning Lab, has unveiled its latest communications campaign where the students, not the teachers or parents, do the grading. Created in partnership with creative agency, The Secret Little Agency, the integrated creative campaign invites parents to “Score a Distinction in Parenting”.

The video asks parents how their children scored in their exams and then turns the question around to ask kids how their parents scored when it came to certain activities such as jogging or biking. The touching video is a stark reminder that there is more to life than just academic grades.

The integrated campaign will run across both digital and social channels to create awareness and brand recall for The Learning Lab.

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“We at The Learning Lab have a tremendous responsibility to help our students grow. As we know, life goes far beyond grades, and we wanted to highlight that parents are our invaluable partners in nurturing our students to become resilient, aspiring and well-rounded adults of the future.” said Hamilton Lau, CEO at The Learning Lab.

A spokesperson from The Secret Little Agency said, “At the heart of it, The Learning Lab gives back precious time to parents. That was profound and a completely unexplored creative territory especially in this crowded education space. We wanted to highlight TLL’s exceptional learning credentials to parents in a way that they would not ignore.”

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