Little feet, big hearts: How Preschool Market is nurturing the next generation of givers through purposeful early childhood education

Introduction

Preschool Market plays a key role in shaping Singapore’s early childhood ecosystem. As a social enterprise, it brings together educators, families and community partners to foster purposeful learning experiences beyond the classroom. 

One of its flagship contributions is coordinating Start Small, Dream Big (SSDB), a nationwide movement initiated by the Early Childhood Development Agency (ECDA) that encourages young children to give back to their communities. Through partnerships among parents, preschools, and the wider community, SSDB builds a support network that helps turn children’s first contributions into lifelong habits and values.

In 2025, the SSDB Walkathon launched as an inaugural milestone event, marking not only the movement’s 11th year, but also embodying SG60’s core values of community, compassion and active citizenry. 

Investing in early childhood as nation-building

As Singapore progressed from its early days of development to becoming a thriving global city, it recognised how a strong early childhood education system can lay the foundation for nurturing and shaping future-ready citizens. Not only does it equip children with essential skills, but it also instils the values and attitudes needed for active citizenship and social cohesion. 

The creation of the ECDA in 2013 marked a national commitment to uplift the sector through higher standards, inclusive practices and stronger partnerships with parents and communities. By working closely with the ECDA, Preschool Market helps embed values like compassion and civic-mindedness into everyday preschool activities. It supports the integration of civic values into everyday learning and empowers preschools to design community-rooted projects. 

By working hand-in-hand with educators, parents and community partners, Preschool Market exemplifies how organisations can contribute to Singapore’s nation-building journey – starting with the youngest members of society.

Putting the spotlight on SSDB Walkathon 2025

On 11 May 2025, Preschool Market organised the SSDB Walkathon at Siloso Beach, Sentosa. It brought together over 2,000 preschoolers, parents, educators, and community partners. More than just a walkathon, the event was thoughtfully designed to inspire in children the spirit of caring for others and contributing to society.

Alongside the walk, Preschool Market curated themed activity booths and interactive installations that brought the core values of kindness, inclusivity and environmental responsibility to life in age-appropriate ways. From sorting recyclables to participating in community art and donation activities, children had hands-on opportunities to practise empathy, teamwork and giving back.

What also set this year’s walkathon apart was its role as a fundraising initiative in support of the President’s Challenge. This annual national movement rallies Singaporeans to build a more caring society and help communities in need. For 2025, it aims to promote a culture of unity and respect for all by supporting 60 programmes from 52 organisations. Involving children in the movement this early helps them connect their actions to greater national causes.    

The event also served as a model of collaboration, demonstrating how public, private and community partners can come together to create meaningful impact. Alongside key partners like ECDA and Sentosa Development Corporation, Preschool Market worked with a network of supportive organizations across multiple sectors to bring this event to life.

For 2025, SSDB has more than 32 community and government agency partners, ranging from grassroots organisations and social service agencies to sustainability advocates and corporate volunteers. Their involvement helped bring the values of SSDB to life through interactive booths, educational games and inclusive programmes.

This multi-stakeholder approach not only creates a rich and engaging experience for families, but it also underscores the power of collective effort in shaping a more caring and connected Singapore.     

Growing social responsibility at scale

While the walkathon was a moment of unity, it’s just one example of how SSDB engages young children across Singapore. Throughout the year, 1,200 partner preschools run various SSDB projects – from visiting eldercare homes, cleaning up neighbourhood parks to organising inclusive play sessions. These activities engage 88,000 children across Singapore in practising empathy, citizenship and responsibility through hands-on experiences.

Many of these projects also involve parents and caregivers in the planning and execution, reinforcing family bonds while nurturing a culture of community care. Time and again, research has shown that the collaborative effort of educators, families and the community is vital for the development of children, especially in their early years, said Ms Ku Geok Boon, Chief Executive Officer of ECDA, in an interview with The Straits Times. 

“When children see their parents and educators working as a team, it gives them a strong sense of security and confidence. They are more motivated to learn and feel emotionally supported,” said Dr Cheong Su Fen, founder of Preschool Market, in the same interview. “As for educators, parents’ insights can help to tailor approaches to better support each child. It also boosts educators’ morale.”

This is where Preschool Market plays a crucial behind-the-scenes role. As a “social architect,” it guides preschools in designing projects that are age-appropriate, meaningful and locally relevant. Its support helps educators align their efforts with broader community goals, all while encouraging them to innovate approaches to teaching social values. 

Tiny footsteps, big legacy

As Singapore celebrates 60 years of nationhood, SSDB’s message is more relevant than ever – that it’s best to nurture character, compassion and community-mindedness in the early years of life. 

Preschool Market continues to play a vital role in this journey. With new SSDB projects in the pipeline and an expanding network of partner preschools, the organisation remains committed to shaping a more gracious and inclusive future, one small step at a time.

Media Coverage:

• The Straits Times – https://www.straitstimes.com/singapore/celebrating-parent-involvement-with-their-childs-pre-school-with-our-wonderful-parents
• 8world – https://www.8world.com/singapore/our-wonderful-parents-ecda-2788011
• Lianhe Zaobao – https://www.zaobao.com.sg/realtime/singapore/story20250511-6323372
• Berita Harian – https://www.beritaharian.sg/singapura/pendidikan/inisiatif-ibu-bapa-terpuji-kita-beri-penghargaan-ibu-bapa-galak-perkembangan-anak
• Tamil Murasu – https://www.tamilmurasu.com.sg/singapore/initiative-strengthen-relationship-between-parents-and-educators