Opening Remarks by Minister Masagos Zulkifli at Launch of KidSTART and SP Group PowerUP Playtime "Launch of PowerUP Playtime: Empowering Parents, Strengthening Families" on 4 January 2025

Introduction

Good evening everyone. Happy New Year! Today, we have with us

1. Mr Law Chin Ho, SP Group CEO SP Group Services, one of our big sponsors for KidSTART,
Mr Chew Sutat, Chairman Community Chest,
Mr Joel Tan, who has just taken over as the CEO of KidSTART Singapore Limited (KSL), so let’s welcome Joel to our family,
KidSTART families and friends,

2. I am very happy to see all of you here with your children. It is an exciting way and wonderful day to bring your families together for the launch of KidSTART and SP Group PowerUP Playtime.

Acknowledge KidSTART Parents and Introduce PowerUP Playtime

3. KidSTART has an important vision – we want to give every child under six years of age a good start in life. But we can’t do this without parents working with us. And to get parents to help us do this, we want to empower you. You are your child’s first and most important teachers. 

4. As a parent myself, I have four children. I know that parenting is not easy; it is actually very difficult. Every parent here today has shown commitment in trying to do well for your children. Thank you for doing such an amazing job.

5. I am also glad to know that the KidSTART programme has helped you in your parenting journey. Many of you have told us that through this journey, you are now more confident in parenting, especially after one year in the programme.

6. Building on the good work done, we want to launch PowerUP Playtime, which gives you fun and practical tools to enable you to engage your little ones through play and storytelling. As you have listened to our storytellers earlier, storytelling is an important way for you to communicate with your children. I grew up with my father telling me stories, and I still remember them till this day.

7. These activities can help your child grow stronger, learn faster and through the stories, you are imparting values which will also make them kinder. While you are doing all these activities, your children will also grow closer to you.

Importance of Whole-of-society Effort in Providing Every Child a Good Start in Life

8. Everyone says that it takes a whole village to raise a child. We thank all our KidSTART partners, especially SP Group, for their support in bringing you together to Sentosa this evening.

9. Since 2021, SP Group has generously contributed $3.2 million towards KidSTART efforts. Today, they are committing an additional $1.1 million to support KidSTART. Let’s give them a round of applause.

10. Beyond their donations, SP Group has also co-created with KSL meaningful initiatives that we see today, including the Green Adventures launched in March 2024. Most importantly, we see the staff of SP Group coming down and volunteering their time to be with you, to help you in your journey with your children.

Closing

11. I hope that in this new year that has just started, we will make the most of PowerUP Playtime.

12. Parents, as you invest time with your children, it is not time wasted. They will remember that you were here and every time that you were with them as they grow up. Even it’s not fun, it’s how your child learns best – by being with you.

13. As I grew up, travelling with my father on the scooter from point to point, he taught me things. He would point to a 1 kilometre (km) mark and ask me, “What is that sign?”. I would read and say, “1 km”. But back then, I did not know what 1 km was. We would continue on the scooter, and he would point and ask me again, “What is that sign?”. I would say, “2 km”. And he’d go on to ask, “What’s the next sign?” and I would reply, “3 km”. He would then explain to me that the distance between the last sign and this sign is 1 km. And I would have a sense that kilometre means how far it is.

14. These are the kinds of conversations you can have with your child, but they are only possible if you are with your child. So take every opportunity to be with your children and every opportunity to impart values and little bits of knowledge. We hope that in the process, you will have a memorable and enjoyable time with your family and children.

15. Continue to support your children, and I hope that you will have a wonderful journey as a parent. Thank you.