The EMB has launched an advertising campaign to try to win public support for education reform and promote 'a new culture of learning'. A series of TV adverts stress to parents the importance of reading and setting a good example, explain project learning, and urge them to place less emphasis on their children's marks in exams. EMB chief information officer Yvonne Ng Chi-ying said children should learn happily. 'But the two most often asked questions by parents in the Chinese community are 'what was your mark?' and 'have you done your homework?' and they complain if there is not enough of it.' The bureau has also sent out a leaflet to parents explaining the significance of the results of the Programme for International Student Assessment released last summer and celebrating Hong Kong's high global ranking in maths, science and reading. The campaign's aim was to counter misconceptions about reform. 'We are disappointed that the negative aspects of the education system are often blown out of proportion. If parents don't support what is going on, education reform won't bear fruit,' she said. The campaign would be stepped up in the new academic year, she added.