Ministry of Education and Sports and Australia launch two impactful videos to promote the value of education

On Monday 30^th March 2026, the Ministry of Education and Sports of Lao PDR (MoES), with support from the Australian Government through the BEQUAL program, officially launched two new Education Promotion Campaign videos. The videos complete a four‑part series produced by the Research Institute of Educational Sciences and designed to change perceptions about the value of education, reduce dropouts and motivate teachers. They highlight how education creates opportunities for students, reassures parents, and mobilises whole communities to support learning. More than 200 guests attended the high-level launch event in Vientiane, including representatives from National Assembly, all MoES departments, Provincial Education and Sports Services, District Education and Sports Bureaus, Teacher Training Colleges, Universities, Institutes, schools, media outlets, the Australian Embassy and development partners. The event was chaired by Dr Daravone Kittiphanh, Vice Minister of Education and Sports, Lao PDR and Ms Benita Sommerville, Deputy Ambassador for Australia.

Dr Daravone Kittiphanh said “With Australia’s close partnership, the Ministry of Education and Sports has developed this campaign to address urgent challenges, including declining student enrolments and the need to motivate and retain skilled teachers. Students and parents are losing faith that education will lead to better opportunities in life. These films show why education matters and recognise the vital role educators, teachers, community members, parents and students play in building our nation’s future. At the heart of the campaign is one key message we want the audience to remember: education is not just about getting a job, it’s about gaining skills, thinking critically, and having the freedom to create your own future.”

Ms Benita Sommerville, Deputy Ambassador for Australia, said “Australia is proud to support MoES in advancing its priorities, from curriculum and teacher professional development to changing public attitudes about learning. This campaign is designed to inspire change through short, impactful films that touch hearts and open minds. Our aim is to change how people see education: to show students and parents that education increases opportunities, builds important skills, and helps people shape their own futures.”

Although the stories in the videos are fictional, they were inspired by real experiences to portray emotionally engaging narratives, highlight common challenges, and send a clear message for audiences to relate to and act on. Two highly respected public figures lend credibility and emotional weight to the campaign: Mr Phankham Viphavanh, former Prime Minister, Deputy President and former Minister of Education and Sports of Lao PDR, delivers a powerful statement on the importance of education in “The Teacher’s Value”, launched last October. Ms Payengxar Lor, the first Hmong woman to represent Laos at the Miss Universe competition and a well‑known advocate for education, narrates the other three videos and helps bring the stories to life.