Singapore — BBDO Singapore and Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) have launched an integrated campaign that reveals a simple truth: workplace discrimination happens in the workplace and it cannot be tolerated. It is up to all of us to end workplace discrimination by updating our mindsets to see everyone for their abilities.
The “Update Our Mindset” campaign questions the relevance of discrimination in the workplace or society at all. A content film challenges this notion by depicting workplace discrimination in various forms and scenarios, suggesting we update our mindsets to address our biases.
“Workplace discrimination impacts our morale and productivity, but I believe we can change that. Let’s start by addressing our biases, updating our mindsets, and seeing each other for our merits. We began with the campaign ‘Know It to End It.’ This follow-up campaign will continue to build on that foundation,” said Lorraine Audrey Paul, Assistant Director for Marketing Communications at TAFEP.
Inspired by the familiar “update” icon when we update software, the mnemonic symbolizes the need to update our mindset to make our workplaces fair and inclusive. This mnemonic is visible across multiple touchpoints, including brand films, social media, lift lobbies, and OOH.
“We wanted to create something memorable that resonates with Singaporeans. Addressing a sensitive topic, we strategically used the “update” icon to encourage employees and employers to read more about workplace discrimination and take action on their part,” said Tay Guan Hin, Creative Chairman at BBDO Singapore.
Credits:
TAFEP “Update our Mindset” 2024
Brand: Tripartite Alliance for Fair and Progressive Employment Practices
Client: Abegail Chew, Lorraine Audrey Paul & Fion Lim
CEO: Melvin Kuek
Creative Chairman: Tay Guan Hin
Creative Group Head (Art): Amanda Ler
Creative Group Head (Copy): Ivan Ng
Senior Art Director: Trevor Lim
Art Director: Faith Low
Associate Account Director: Alvan Poa
Brand Strategist: Matias Choong
Production: SixToes.TV
Agency Executive Producer: Sariyanti Sannie
Agency Producers: Gabriel Li, Faris Nurhakim, Clio Goh
Film Production Company: Atypicalfilms
Director: Tanya Kneale
Managing Partner: Desmond Tan
Head of Production/EP: Denise Koh, Jerrica Tan
Line Producer: Hana Shariff
DOP: Sng YeXiang
Editor: Abraham Yuen
Assistant Producer: Sonia Lim
Audio Post: Amelia Sai
Colourist: Anri Adler
Online Editor: Tan Jun Jie
Post Producer: Hana Shariff
VFX: Damien Lee
Photographer: Vincent Ng
