MOE unveils ad spot as part of recruitment campaign

The Ministry of Education (MOE) has launched a video called, “The Pen”, as part of its campaign. The objective of the campaign is to reveal how teachers use the pen, not just to assess students but as a tool for encouragement. This comes as part of MOE's recruitment campaign this year, with the tagline "Belief. It all begins with a teacher."

MOE worked with DDB Group Singapore for the ad. Both the partners look to inspire those with a passion to nurture to step forward as teachers. The spot was uploaded online last week and has currently garnered over 40,000 views.

According to MOE, the spot sparked conversations about the important role of teachers and the effort in helping and inspiring students. The advertisement will be shown on free-to-air television channels and at selected Golden Village cinemas over the next three months.


“We started this campaign wanting a refreshed and distinctly different approach, while staying true to the MOE brand,” Chris Chiu, group chief creative officer, DDB Group Singapore said.

“The pen is something every teacher possesses, irrespective of subject and class. And it’s a symbolic and powerful tool used to instill a sense of belief in students. With that in mind, we felt there was an inspiring narrative waiting to be shared,” he added.