The Ministry of Manpower (MOM), in partnership with the pblic, private and people sectors, today announced the launch of the inaugural Singapore Learning Festival. The Festival is the anchor event of the Singapore Learning effort, aimed at encouraging Singapore’s workforce to acquire knowledge and upgrade their skills continuously to ensure lifelong employability and hence a better quality of life.

The theme for this year’s Learning Festival is "Learning for Living". It embodies the need for lifelong learning and challenges the individual to view learning as a cornerstone in maintaining our employability and building better and more enriching lives.

Singapore Learning Festival 2000 strives to bring lifelong learning to all Singaporeans and to give them a different and broader view of learning through learning-related activities. Through these activities, it will be emphasized that learning is important for employability, learning is also good for self-development and can be enjoyable. The focus is on promoting the benefits of learning both at the professional and personal levels.

In particular, the Festival is designed to:

• Generate top-of-mind awareness of the importance of lifelong learning in the New Economy; and
• Showcase the diversity of learning opportunities; and
• Illustrate learning as an enjoyable and rewarding experience.

The Learning Festival will span two weeks from Sunday, 27 August 2000 to Sunday, 10 September 2000. The Opening Ceremony will be held on 27 August 2000 at SISEC Ballroom with Deputy Prime Minister Lee Hsien Loong as the Guest-of-Honour.

A stylised logo has been created to depict the spirit of the festival. MOM has also commissioned a series of advertisements which will communicate the message that a little time spent on learning will yield a lifetime’s benefit. (Please refer to attached Annex on rationale write-ups.)

This year’s Festival involves more than 70 partnering organisations helmed by a 30-member strong Steering Committee with Dr Tan Chin Nam, Permanent Secretary for Ministry of Manpower, as chairman. Singaporeans can look forward to over 250 learning-related activities covering areas such as business and management, industry, information technology, lifestyle and community. They will appeal to diverse interests, regardless of whether participants are students, workers, professionals or senior citizens.

Three key events will be held at the national level and one at the corporate and community level. At the national level, there will be a Symposium, Exposition and Mind Sports Olympiad. At the corporate and community level, the Learning Web will take centerstage.

At the Symposium to be held from 27-28 August 2000, invited guests will take part in two discussion panels with leading academia and industry captains, sharing their insights on strengthening learning efforts and partnerships for the New Economy. To be held at SICEC, the event will feature two distinguished guest speakers - Benjamin Zander, resident conductor of the Boston Philharmonic Orchestra, and Professor John Kao, Founder & CEO of The Idea Factory. Both are world-renowned management and training gurus. (Please refer to attached Factsheet on Symposium)

The Exposition, to be held from 1-3 September 2000, will showcase the diversity of learning institutions and learning opportunities that are available to Singaporeans. Educational service providers, training consultants and learning institutions will display a range of learning modes from structured to self learning. (Please refer to attached Factsheet on Exposition)

The third national event, Mind Sports Olympiad (MSO), will feature mind games and activities from 7-10 September 2000. MSO’s "thinking" games, the first of its kind in Southeast Asia, are designed to stimulate and develop thinking, innovative and creative qualities. Through the medium of fun, participants and spectators will uncover their potential in their speed, flexibility and originality in conceptual, imaginative, artistic, and engineering thought skills. (Please refer to attached Factsheet on MSO)

At the corporate and community level, there will be learning opportunities via The Learning Web, starting from 27 Aug-10 September 2000. This will be an island-wide offering of learning workshops, seminars and promotions at community clubs, public venues and premises of companies and organisations. All activities will focus on one of these four themes: Technology for the New Economy; Make Sense of Business, Finance and Management; Enrich Your Lifestyle; and Family Learning, Community Living. (Please refer to attached Factsheet on The Learning Web)

The Singapore Learning effort, under the School of Lifelong Learning (SOLL), is one of the recommendations of Manpower 21, the blueprint for developing Singapore’s manpower into globally competitive workforce. The SOLL is a system that is being put in place to facilitate lifelong learning for Singaporeans and programmes include the Strategic Manpower Conversion Programme and the National Skills Recognition System. Underlying the SOLL is a need to develop a world-class workforce and to create a better home and future for Singaporeans, as articulated under Singapore 21.

The ad focuses on what an individual can gain by participating in the activities of the SLF. Compared to the time spent at the SLF (or one of its activities), the rewards will last a lifetime. This is attractive to the impatient and materialistic Singaporean.

The message is very direct in the headline, leaving no room for guesswork. Every headline comprises of two parts. The first part states the minimal time involved, and the second part echoes its corresponding lifetime benefit. The objects featured reflect on the various activities held during the SLF, depending on the event featured. The body copy explains how these activities will benefit the individual. By drawing a stark contrast between the amount of time spent and the rewards one stand to reap, it is extremely attractive. Plus, it serves as a major encouragement to the people, coaxing them to at least give it a try and hopefully convince them and change their mindset. Emphasis on the rewards is also essential, amplifying the fact that one stand to reap a lifetime of rewards that do not just benefit their studies or careers but their lives in general, helping them keep up with the new economy.

This concept also addresses the myth that learning is difficult and takes too long, and too much effort. We want the audience to come to the SLF so that they can see what learning is all about, and change their mindsets.

This identity is based on the concept of an unfurling parchment. The outward spiral represents the unfolding of one's mind in the process of learning. It also conveys a sense of unleashing the potential within each individual. This process is part of continuous growth through learning. The bright colors and use of italics in the typography project the fun and festivity that will be part of the SLF. As learning is also a very creative and inspiring process, the painter's palette has been incorporated in the background as a subtle visual cue.

The process of learning and growth is like an ever-widening spiral. Beginning at the core of an individual, learning unleashes the potential within whilst reaching out to embrace others in the journey of discovery. The painter's palette and vibrant hues reflect the creativity and fun that color our path of learning.

Ministry of Manpower & Partners.

The Symposium will be held from 27-28 Aug 2000 at Singapore International Convention & Exhibition Centre (SICEC), Ballroom. The event is ticketed and open to public.

The two guest speakers at the Symposium are Benjamin Zander, Conductor, Boston Phiharmonic Orchestra and Professor John Kao, founder and CEO of The Idea Factory. There will also be two 7-member panels of leading academia and industry captains exchanging ideas and perspectives on strengthening learning efforts and partnerships for the New Economy. Participants include dignitaries, ministers, CEOs, community and unions leaders, professional bodies, employer associations, training providers, schools/institutions, and government agencies.

8.30 pm - 10.00 pm: Benjamin Zander

8.45 am - 10.15am John Kao

10.20am - 10.45am Tea Break

10.45 am - 12.15pm Benjamin Zander

12.15 pm - 2.00 pm Learning Lunch

2.00 pm - 3.20 pm Panel Discussion 1:

3.20 pm - 3.45 pm Tea Break

3.45 pm - 5.05pm Panel Discussion 2:

5.05pm - 5.15pm Closing Remarks

Ministry of Manpower & Partners

The Singapore Learning Expo will be held from 1-3 Sept 2000 at Singapore International Convention & Exhibition Centre (SICEC), Level 4, Halls 401 & 402. It will be open to the public from 11am to 9pm. Admission is free.

The Singapore Learning Expo presents an unique opportunity for visitors – trade and public alike – to experience why learning is central for the New Economy and what it takes to become a New Economy-learner. Visitors can take themed-journeys to explore this showcase of the latest training programmes, learning-related technologies, educational resources, products and services all under one roof. They can learn how best to exploit the capabilities of education and training providers and consultants; as well as the efforts of progressive organisations in the area of workforce development and training for their betterment.

National University of Singapore, Nanyang Technological University, Singapore Management University, Nanyang Polytechnic, Ngee Ann Polytechnic, Singapore Polytechnic, Temasek Polytechnic, Institute of Technical Education, Singapore Institute of Management, National Library Board, STADA, Trainerslink.com, PMC School of Logistics, Informatics Group, Ednovation, Singapore Productivity & Standards Board, 1to80.com, Learning Capital, Mindworks.com, Times Educational Services, Centre for American Education, Cyberland Learning Centre, Hemsdale The University Centre, Horizonbband and many more.

Civil Service College, Institute of Public Administration & Management and Mind Sports Organisation Pte Ltd

Ministry of Manpower, Ministry for Education, National Library Board, Majlis Pusat, Mensa Singapore (NTU), Othello Association (Singapore), Scrabble Association, Singapore Chess Federation, Singapore Computer Society, Singapore Contract Bridge Association, Singapore Mathematical Society, Singapore Weiqi Association and Singapore Xiangqi General Association.

The MSO will be held at the Singapore Expo from 7-10 September 2000 (Thursday-Sunday).

The ability to think, innovate and create is of paramount importance in a knowledge economy. The MSO’s mind games stimulate and develop these qualities that will benefit every Singaporean, whatever his status. As one of the anchor events of the Singapore Learning Festival, the MSO strives to encourage Singaporeans of all ages and all walks of life to embrace and engage in lifelong learning.

Lined up are tournaments in the classic and best known mental games, as well as traditional mind games popular in Singapore. MSO games include: Chess, Xiangqi, Weiqi, Draughts, Bridge, Othello, Scrabble, Mastermind, Computer games and the PentaQuiz Championship. Attractive gold, silver and bronze medals and cash prizes totalling $50,000 can be won at MSO Singapore. Participation is open to everyone – students, families, working adults and senior citizens.

The MSO will be launched by RADM Teo Chee Hean, Minister of Education, on 6 September 2000. Mr Tony Buzan, co-founder of MSO World and inventor of mind-maps and brain theories, will be the special guest speaker.

The Ministry of Manpower and more than 60 partners including People’s Association, Community Development Councils, Statutory Boards, companies, polytechnics, institutes and education service providers.

The Learning Web will be held from 28 Aug-10 Sept 2000 island-wide. An array of pre-festival activities will also take place from 1 Aug to 26 Aug. Admission is free (unless stated otherwise) for all activities under The Learning Web.

The Learning Web is a matrix of corporate and community activities such as workshops, seminars, talks and promotions. These activities will cover a myriad of subjects under five different themes and feature a strong learning element. The Learning Web is aimed at bringing the spirit of lifelong learning to the people. Participants expected include family units, senior citizens, community groups, adults and students.

The themes are:

Example of activities: e-Commerce courses, basic Internet training, PC maintenance workshops, talks on Life Sciences, Plastics and Plant Genetics

Examples of activities: a forum on learning principles, workshops on financial and investment banking, etc.

• Develop and Improve Your Workplace Skills

Example of activities: workshops on creative thinking and effective presentation skills, etc.

Example of activities: a range of activities organised by PA and CDCs covering IT, sports, arts and more.