The course is targeted at foreigners and older Singaporeans who are not fluent in English working in the service and retail sectors. Besides learning how to listen and speak English confidently with customers of different cultures, retail and service workers will also pick up appropriate phrases and vocabulary used in retail scenarios.

At the end of the course, they will be able to use Service English to interact with customers effectively and professionally.

Please visit the SRA website for more information on Service English for Retail Professionals.

Key Messages

• Be role models. Speaking good English begins with you. Make it a point to speak Standard English in your daily interactions.
• Being able to speak English well helps you to advance your career.
• Being able to speak English well helps you to express yourself and communicate better.

Target Audience

Primary Audience

Singaporeans aged 16 – 40 (working adults, parents, teachers, youth). The target audience is further segmented into 3 groups:

1. Group A: Those who can speak Standard English.
2. Group B: Those who cannot speak Standard English and are amenable to taking action. Those who are unaware they are not speaking Standard English.
3. Group C: Those who cannot speak Standard English and are indifferent to the importance of speaking well.

Secondary Audience

Pre-school, primary and secondary school students.

About the Speak Good English Movement

The Movement was launched in 2000 by then Prime Minister Goh Chok Tong to:

1. Ensure Singaporeans recognise the importance of speaking Standard English
2. Encourage Singaporeans to speak Standard English

Starting from 2003, the Movement has kicked off annually with a launch followed by year-long programmes and activities, and has succeeded in raising awareness among Singaporeans that speaking good English matters in their work and personal lives.

Partnership Opportunities

The Speak Good English Movement is always on the lookout for new and exciting programmes to help Singaporeans speak well. We have many partner organisations that help develop and organise free programmes/events to help people of various ages and needs improve their English.

Please contact us and let us know how we can partner you.

Speak Good English Movement 2008/09 Partner Programme Information (PDF, 1.39MB)

LIST OF MAJOR PARTNERS

LIST OF SUPPORTING PARTNERS

LIST OF SPONSORS

MAJOR PARTNERS

Service & Retail Partners
	Metro (Private) Limited Metro began its retail operations with its first store in High Street in 1957 and is now a household name in Singapore. What began as a family business has developed in the last 51 years into a complex but innovative listed corporation with diverse business activities in the region. The retail arm of Metro Holdings Limited, Metro (Private) Limited presently operates a chain of three Metro department stores (Metro Paragon, Metro Sengkang & Metro Woodlands) and a chain of specialty stores (Accessorize) in Singapore, as well as four department stores in Jakarta, Indonesia, covering over 80,000 sqm of retail space (approximately 20,000 sqm in Singapore). In Singapore, it has a workforce of approximately 420. www.metro.com.sg Back to Top
	Singapore Retailers Association (SRA) The Singapore Retailers Association (SRA) was founded in 1977 by 10 leading retailers, and is a founding member of the Federation of Asia-Pacific Retailers Associations. It presently has more than 300 corporate members who account for approximately 75% of Singapore’s total retail market turnover. As the independent representative voice of the retail industry, SRA works very closely with SPRING Singapore, the Government lead agency for retail, and other Government ministries and statutory boards for the benefits of retailers. www.retail.org.sg Back to Top
	Singapore Workforce Development Agency (WDA) The Singapore Workforce Development Agency (WDA) enhances the competitiveness of our workforce by encouraging workers to learn for life and advance with skills. WDA collaborates with employers, industry associations, the Union, and training organisations to develop and strengthen the Continuing Education and Training system that is skills-based, open and accessible, as a mainstream pathway for all workers – young and older, from rank and file to professionals and executives – to upgrade and advance in their careers and lives. www.wda.gov.sg Back to Top
	TANGS One of Singapore’s best-loved shopping destinations, TANGS is a prominent player in the retail industry that constantly keeps abreast of new trends and changing consumer needs. Through its creative store design, unique merchandising concepts and strong marketing campaigns, TANGS continues to push boundaries, set new benchmarks and raise the bar for service excellence within the industry. www.tangs.com Back to Top
Media Partners
	938Live MediaCorp Radio MediaCorp Radio leads the local broadcasting industry by providing the best audio entertainment and offering up-to-the minute news and information. As a people-oriented business, MediaCorp Radio is committed to meeting the varied listening needs of Singapore with her rich and diverse culture. MediaCorp Radio operates 13 local FM stations, including 6 English stations, 3 Chinese stations, 2 Malay stations, 1 Indian station and an International Channel. MediaCorp Radio also offers discerning listeners interference free and CD sound quality music through its Digital Radio service. From its inception as a single radio station in 1936, MediaCorp Radio has grown to become the largest radio network in Singapore. www.mediacorpradio.sg Back to Top
	Moove Media Moove Media is the award-winning advertising arm of ComfortDelgro. It offers a range of advertising platforms including buses, taxis and rail stations. www.moovemedia.com.sg Back to Top
	SMRT Media SMRT Media, part of SMRT Investments Pte Ltd, offers one of the largest out-of-home advertising networks in Singapore with its island-wide network of 65 SMRT stations, more than 100 SMRT trains, close to 900 buses and 3,000 taxis. With some two million trips generated on SMRT’s network of trains, buses and taxis daily, SMRT Media’s advertising network provides a comprehensive platform for advertisers to reach out to the mass population. www.smrtmedia.com.sg Back to Top
	STOMP! STOMP (Straits Times Online Mobile Print) is Singapore’s number one citizen journalism and social networking website. Set up by The Straits Times to engage its readers online and offline, it has set new benchmarks for user-generated material. STOMP integrates content and activities in the three platforms of print, online and mobile. These three platforms will enable STOMP to interact and engage with Singaporeans in exciting new ways. www.stomp.com.sg Back to Top
	The Straits Times The Straits Times is one of the region’s oldest and most respected English-language daily newspapers. It is the flagship publication of the publicly listed Singapore Press Holdings group. First published on July 15, 1845, The Straits Times is the most widely read newspaper in Singapore with 1.3 million readers. The Sunday Times, which is produced by the same team of journalists, has a circulation of about 400,000. www.straitstimes.com Back to Top
Programme Partners
	British Council The British Council is the UK’s international organisation for educational opportunities and cultural relations and the world’s leading cultural relations organisation. The British Council builds engagement and trust for the UK through the exchange of knowledge and ideas between people worldwide. The British Council operates in 110 countries and territories worldwide and has been in Singapore since 1947. The areas the British Council focuses on in Singapore are arts, science, education, English language teaching and UK examinations services. www.britishcouncil.org.sg Back to Top
	Journey Pictures Pte Ltd Journey Pictures is one of Singapore’s foremost production companies, creating blue chip TV and film content across the documentary, news and current affairs and factual entertainment spaces. Journey’s programmes have consistently garnered creative awards from international TV and film festivals, among them the Rome International Film Festival, the New York TV Festivals as well as Film Academia Olomouz (Prague). Helmed by award-winning journalist and former CNN anchor Lian Pek, Journey Pictures has just launched Mad About English, the first made-by-Singapore documentary feature to be released commercially in three of Singapore’s key cinema chains – Shaw, Golden Village and Cathay. Named “Critics’ Choice” by The Straits Times, the film has won glowing reviews from a host of English and Mandarin entertainment press. www.journeypictures.com.sg Back to Top
	Ministry of Education (MOE) The Ministry of Education (MOE) directs the formulation and implementation of education policies. It has control of the development and administration of the Government and Government-aided primary schools, secondary schools, junior colleges, and a centralised institute. It also registers private schools. www.moe.gov.sg Back to Top
	National Institute of Education (NIE) The National Institute of Education (NIE) is currently Singapore’s sole initial teacher preparation (ITP) and key teacher professional development (TPD) institution in Singapore. NIE is also the inaugural chair and member of the international alliance of leading education institutes in the world since 2007. NIE graduates close to 3000 new teachers each year, with another 2000 enrolled in higher degree programmes (Masters and Doctoral degrees). At the same time, NIE also provides an extensive range of teacher professional development courses for about 15,000 teachers every year. www.nie.edu.sg Back to Top
	National Library Board (NLB) The National Library Board (NLB) serves as the secretariat for the Speak Good English Movement. Established on 1 September 1995, NLB’s mission is to provide a trusted, accessible and globally connected library and information service so as to promote a knowledgeable and engaged society. www.nlb.gov.sg Back to Top
	Ngee Ann Polytechnic (NP) Ngee Ann Polytechnic (NP) is one of Singapore’s leading institutions of higher learning, offering both business-related and technology-based diploma and advanced diploma programmes. The polytechnic aims to provide relevant, balanced and value-added curricula by creating an effective teaching and learning environment. A key thrust for the polytechnic is forging partnerships with industry and other institutions in order to keep students close to current industry and market practices. Communication programmes aimed at building greater self-confidence, self-esteem, and fluency of expression through the development of speech and language skills. www.np.edu.sg Back to Top
	Panpac Education Panpac Education is a wholly owned subsidiary of Times Publishing Group and one of Singapore’s leading educational publishers. As the publisher of EPB and Pan Pacific with over 60 years of combined publishing experience, Panpac Education has established itself as a major publisher of textbooks, teaching aids and resources, learning programmes and other educational materials. Its textbook packages are used in more than 25 countries including Australia, China, Pakistan, Vietnam, West Indies, United States and United Kingdom. www.panpaceducation.com Back to Top
	Singapore Polytechnic (SP) School of Business Singapore Polytechnic (SP) is the most established polytechnic with a student population of 15,000 full-time and 2,000 part-time students. It offers a comprehensive range of courses ranging from business, IT, engineering, maritime, life sciences, communication and design. www.sp.edu.sg Back to Top
	Young Men’s Christian Association (YMCA) Young Men’s Christian Association (YMCA) of Singapore is a Christian organization, affiliated worldwide, which seeks to serve and enrich all members of the community, regardless of race, language or religion. It does this through wholesome programmes based on Christian principles to develop body, mind and spirit. www.ymca.org.sg Back to Top

SUPPORTING PARTNERS

	Institute of Technical Education (ITE) The Institute of Technical Education (ITE) was established as a post-secondary education institution in 1992 under the Ministry of Education. ITE is a principal provider of career and technical education and principal authority in developing national occupational skills certification and standards to enhance Singapore’s workforce competitiveness. Under its “One ITE System, Three Colleges” Model of Education, ITE governs three Colleges, comprising ITE College Central, ITE College East and ITE College West. www.ite.edu.sg Back to Top
	Jan & Elly At Jan & Elly, we are only interested in one thing – making our English lessons fun. We discovered long ago that when the lessons are fun, students are more willing to participate and participation is what makes a student successful in mastering the language. When students can read and write better, they become more confident and that leads to better achievements in other areas of life. It is this virtuous cycle that makes all of us at Jan & Elly live and breathe our motto of ‘Good Fun, Great English’. www.jan-elly.com Back to Top
	Magdalena (Singapore) Magdalena (Singapore) comprises a group of local arts practitioners that aims to promote learning and networking amongst women in the creative arts. Its formation was inspired by the international network of women theatre practitioners, The Magdalena Project. Magdalena (Singapore) aims to encourage and promote the work of women in the creative arts, particularly in the performing arts; provide opportunities for women to practice their craft, showcase their own work and experiment with different forms/disciplines; enable women to come together to share and learn from one another; encourage dialogue between artists and the community through community and educational outreach programmes; and facilitate the networking of women artists, not only within Singapore, but also with women artists in Southeast Asia and the rest of the world. www.magdalenasingapore.com Back to Top
	Regional Language Centre (RELC) The SEAMEO Regional Language Centre (RELC) is a leading language teacher education centre under the Southeast Asian Ministers of Education Organization (SEAMEO). One of the fifteen specialist centres set up by SEAMEO, RELC is the Singapore Government’s contribution toward language education in the region. Set up in 1968, SEAMEO RELC has an established reputation for providing quality courses from short teacher training courses with focused themes to a Masters course conducted in conjunction with the National University of Singapore. SEAMEO RELC also offers customised English proficiency courses designed to meet the needs of specific groups of people. Course participants come from varied backgrounds and are of different ages, including many high-ranking government officials from Asian countries. www.relc.org.sg Back to Top
	Schools Digital Media Awards (SDMA) The Technologies for Learning Branch of the Educational Technology Division (TFL/ETD) in the Ministry of Education experiments on the innovative use of technologies and media resources for education as well as drives the development of pedagogically sound, effective and innovative ICT resources for teaching and learning. To build media capacity in schools, TFL has been organising the Schools Video Awards (SVA) since 1999, a video competition targeting both students and teachers. In 2007, SVA was re-branded as Schools Digital Media Awards (SDMA) to include the animation and audio categories. www.evideo.edu.sg/sdma Back to Top

SPONSORS

ComfortDelgro Corporation Ltd ComfortDelGro is the world’s second largest land transport company with a total fleet size of more than 41,000 buses, taxis and rental vehicles. It operates in seven countries – Singapore, China, the United Kingdom, Ireland, Australia, Vietnam, and Malaysia – giving it the broadest footprint among its international peers. Currently, overseas ventures account for 44% of Group turnover. The Group aims to derive 70% of its total turnover from overseas within the next five to seven years. www.comfortdelgro.com.sg Back to Top

SMRT Corporation Pte Ltd SMRT Corporation Ltd is Singapore’s premier multi-modal transport service provider offering integrated island-wide transport services. It delivers safe, reliable and friendly travel for commuters through its comprehensive network of 51 MRT stations, the Bukit Panjang Light Rail System, as well as a fleet of over 3,000 taxis and 800 buses. In addition, SMRT leverages its experience and unique strengths to offer maintenance consultancy and project management services for railway systems, as well as commercial and advertising space within its transport infrastructure. www.smrt.com.sg Back to Top

The Straits Times and the Speak Good English Movement present the Inspiring Teacher of English Award – the first national award for English teachers in Singapore schools that acknowledges teachers who:

• ignite a love for the English language in their students
• use innovative methods to engage students and help them speak and write better
• are passionate about making English interesting and relevant to students

The Inspiring Teacher of English Award 2009 is open for nominations so nominate your teacher now!

Nominations close 16 April 2009.

Download your nomination form or find out more about the Award at the Inspiring Teacher of English Award website.

The key message for Speak Good English Movement in 2008/09 is simply I Can. I can help others improve their English. I can take action to improve my English. I can speak good English if I want to.

Retailers METRO and TANGS led the way in raising the level of spoken English among frontline retail staff by sending employees for training.

More than 300 students and teachers received recognition for their creativity in the production of video, animation and audio at the SDMA 2009 presentation ceremony on 3 March 2009. Watch some of their winning entries below:

“Forgiveness for a New Leaf” by Ai Tong School

Click here to view the embedded video.

“Miracle Spray” by Fuhua Primary School

Click here to view the embedded video.

“A Colourful Job Interview” by Sembawang Secondary School

Click here to view the embedded video.

“What A Parent Can (Not) Teach” by Tanjong Katong Secondary School

Click here to view the embedded video.

“You Wouldn’t Use Broken English” by Unity Secondary School

Click here to view the embedded video.

More About SDMA 2009

A total of 65 awards for the Students’ Competition (two Platinum Awards, 20 Gold Awards, 17 Silver Awards and 26 Merit Awards) and six awards for the Teachers’ Competition (one Platinum Award, one Gold Award, two Silver Awards and two Merit Awards) were given out at the ceremony.

In all, 215 schools comprising 100 primary schools, 105 secondary schools, 9 junior colleges and Millennia Institute participated in this event. 33 entries were also received in the Teachers’ Competition.

Co-organised by the Ministry of Education and Ngee Ann Polytechnic (School of Film and Media Studies), SDMA 2009 attracted 548 student entries, a jump from 423 in the previous year.

“I’m heartened by the enthusiasm displayed by our students and teachers,” noted MOE’s Director of Educational Technology, Dr Cheah Horn Mun.

He added, “The rich resources developed through this competition can be shared and further enhanced for use in learning and teaching through platforms such as learning communities that are established within and across schools. This is another important step forward to encourage a culture of co-ownership of learning and sharing.”

Mr Kenneth Tan, Chief Operating Officer, Media Development Authority and Director, Singapore Film Commission, was the guest of honour for the event.

The Schools Digital Media Awards is a supporting partner of the Speak Good English Movement.

The ABCs of Pronunciation

In a partnership with the Speak Good English Movement and National Library Board, Jan & Elly put up a series of 4 workshops at 4 Public Libraries entitled The ABCs of Pronunciation, advocating good English pronunciation and diction so that Singaporeans can understand and use proper English pronunciation in an international environment.

Speakers: Elly Sim, Founder and Director, Jan & Elly, and Paul Ankenmann, Senior Teacher & Centre Manager, Jan & Elly

These casual interactive workshops highlight the basic principles of English pronunciation by using simeple phonemic awareness techniques. Participants learn about commonly mispronounced words by Singaporeans and why they happen, and get tips on how to avoid mispronouncing them.

For more information on Jan & Elly, visit http://www.jan-elly.com/

As part of their 40th anniversary celebrations, RELC partnered with the Speak Good English Movement and National Library Board to present a series of 3 talks targeted at parents on the how to influence their children to speak standard English.

Title of talk: What Every Parent Needs to Know About Standard Singapore English
Speaker: Mr Alvin Pang

Synopsis:

Being brought up in an English-speaking environment does not necessarily mean that every Singaporean child is able to speak Standard Singapore English (SSE) as they are equally exposed to Singapore Colloquial English (SCE) which is the informal variety of English with influences from Chinese and Malay languages. Nonetheless, the ability to communicate clearly and concisely in the appropriate context is a crucial skill for a globalised society.

This talk conducted by Regional Language Centre (RELC) provides more information on how parents can distinguish between the uses of both forms of English and be role models in speaking good English.

As part of their 40th anniversary celebrations, RELC partnered with the Speak Good English Movement and National Library Board to present a series of 3 talks targeted at parents on the how to influence their children to speak standard English.

Title of talk: Ten Best Ideas to Teach Your Children to Speak Good English
Speaker: Ms Suzanne Noor

Synopsis:

Parents always want the best for their children and try to ensure that they attain all the necessary skills needed in the path to adulthood. This is especially true when it comes to language development and from early childhood through to graduation, parents are the most active influencers in the language learning process.

It is only natural then, that as experienced language users having maximum contact with their children, parents are best placed to affect their children’s language development. Yet, while parents may wish to play a more active role, they lack the pedagogical knowledge of a teacher and are often confused as to how precisely, to go about helping their children learn their first and in some cases their second language?

This talk conducted by Regional Language Centre (RELC) provides focuses on the 10 best methods that parents can use to teach their children to speak good English.

The inaugural Inspiring Teacher of English Award saw 163 teachers being nominated by their students, parents, and fellow teachers, and endorsed by their principals!

*Scroll down to watch video interviews with the 9 winners.

Click here to view the embedded video.

Of these 163 inspiring teachers, 9 were selected as recipients of the Inspiring Teacher of English Award 2008. The 9 winners each received a trophy and a personal cash award. Their schools were also awarded a plaque.

The Inspiring Teacher of English Award ceremony took place on 29 October 2008 at The Pod at the National Library Building. RAdm (NS) Lui Tuck Yew, Senior Minister of State for Education and Information, Communications and the Arts, attended the ceremony as the guest of honour.

Speak Good English Movement Chairman, Mr Goh Eck Kheng, delivered the welcome address.

On the award, RAdm (NS) Lui said, “We recognize and salute the continuing efforts of all our English Language teachers to seek ever more meaningful ways of engaging our students in their learning. In particular, we celebrate the qualities of the nine awardees who have demonstrated their ability and determination to inspire.”

Before the winners were announced, the Temasek A capella Group from Temasek Secondary School entertained the audience with their harmonious and upbeat songs. Students from Broadrick Secondary School also regaled the audience with a dramatic enactment of a poem from Charlie and the Chocolate Factory.

The 9 winning inspiring teachers went through 2 rounds of selections and an interview before being chosen as the recipients of the Inspiring Teacher of English Award 2008. The panel of judges included English Language Master Teachers from the Ministry of Education, and representatives from the Speak Good English Movement, The Straits Times, and British Council.

The English Language Master Teachers and representatives from British Council received tokens of appreciation at the Inspiring Teacher of English Award ceremony for their generous support.

The Inspiring Teacher of English Award is jointly presented by The Straits Times and the Speak Good English Movement, and supported by the Ministry of Education.

Winners of the Inspiring Teacher of English Award 2008

Click here to view the embedded video.

Mr Bernard Chan of Rulang Primary School engages his students through ‘Characters Alive Day’, a programme he created where a student will dress up as a character from a story and provide clues for other students to guess who the character is. Mr Bernard Chan also implemented a reading programme which allows students to read from a wide variety of genres, effectively improving their English proficiency.

Click here to view the embedded video.

Mr Matthew Ong of Anglo-Chinese School (Junior) inspires his students through the innovative use of an interactive classroom game he created, called ‘The Rise of Lit’Tledot’. Students study about a fictitious island called Li’Ttledot and organise offence and defence plans on and for the island, actively learning English through social interaction and expression at the same time. Mr Matthew Ong’s ‘The Rise of Lit’Tledot’ has won the Microsoft-MOE Professional Development Award.

Click here to view the embedded video.

Mdm Nordiana Binte Sani of Mayflower Primary School heads the Development Through Drama (DTD) programme in her school, which provides her students access to a creative and engaging mode of learning English. Through this successful programme, Mdm Nordiana Binte Sani inspires her students by using stories and drama to improve their communication skills as well as interpersonal skills through role-play and interaction with each other.

Click here to view the embedded video.

Mrs Nirmala Sharma has been an English teacher in Temasek Primary School for 20 years and has been actively involved the conceptualisation of many programmes in the English Language Department of her school. One of the programmes Ms Nirmala Sharma was instrumental in conceiving is STAGE IT (Speak and Talk about Anything in Good English In Temasek), an English language genre-based programme where students’ literary experiences are enriched and broadened.

Click here to view the embedded video.

Mr Tan Ying Kiat of Nanyang Primary School utilises many different teaching pedagogies such as Habits of Mind and Paul’s Reasoning to effectively engage his students and to get them to understand the purpose of English. Mr Tan Ying Kiat teaches his students with a ‘teach less, learn more’ philosophy, in order for them to realise that English is not just an examinable subject, but is relevant to their daily lives.

Click here to view the embedded video.

Ms Hong Wee Fui of Peirce Secondary School engages her students to actively improve their English in a fun manner by going through grammatical mistakes in their essays with them. Students learn correct grammar by discussing how to correct the mistakes and suggesting corrections while having a laugh at the same time. Ms Hong Wee Fui also inspires her students by arousing their senses through ‘chocolate lessons’ where students bring edible items to class in exercises to improve their descriptive skills by using their senses.

Click here to view the embedded video.

Mdm Lim Boon Siang of Broadrick Secondary School uses a wide repertoire of activities and strategies, such as podcasts and vodcasts to stimulate discussion among her students. Mdm Lim Boon Siang also instigates her students to think logically and improve their English by predicting the story behind newspaper headlines and analysing ambiguous statements.

Click here to view the embedded video.

Mr Eddie Tan of Temasek Secondary School leads a team of teachers in examining how best to teach narrative writing for lower secondary students. Through his leadership, the resulting teaching framework conceived from their examination has been successfully implemented and has enabled students to significantly improve their writing skills. Mr Eddie Tan also inspires his students to develop a passion for reading and writing through his lessons.

Click here to view the embedded video.

Ms Elizabeth Mesenas of Millennia Institute inspires her students by provoking them to think about controversial ideas, issues that impact their lives, and their own value systems. Ms Elizabeth Mesenas engages and involves her students in these discussions and inspires them to not only improve their English, but also to speak out, read widely and listen carefully to other points of view.

Links

Inspiring Teacher of English Award
Speak Good English Movement YouTube channel

Downloads

Inspiring Teacher of English Award 2008 Media Release (PDF, 23KB)

Mr Goh Eck Kheng’s Welcome Address (PDF, 15KB)

Guest-of-Honour RAdm (NS) Lui Tuck Yew’s Speech (PDF, 24KB)