SINGAPORE – To combat discrimination, we first have to recognise and acknowledge it. The latest Anti-Workplace Discrimination campaign by the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) aims to kick discrimination out of the workplace by emphasising that an individual’s work performance is based on one’s abilities and experiences garnered over the years and not by characteristics such as gender, age, family responsibilities and race.
Lorraine Paul, Assistant Director of Marketing Communications at TAFEP explains, “Our campaign Workplace Discrimination. Know it to end it. not only aims to raise awareness of workplace discrimination, especially in areas pertaining to Age, Gender, Family Responsibilities and Race, but to also establish TAFEP as a resource and recourse centre for any individual who is facing or has experienced workplace discrimination, and needs help, or employers who need assistance in implementing fair and progressive employment practices. It is through the acknowledgement of our unconscious biases; which may lead to discriminatory thoughts and behaviours that we can actively take the first step towards creating a fair and inclusive workplace, where everyone is respected at the workplace.”
The spot that was first launched in March 2022, aptly tells us that the measure of a person’s contributions within the organisation should be based on their abilities, experiences and work outcomes, and not on other factors.
Tay Guan Hin, Chief Creative Officer of BBDO, added, “It’s critical everyone should be given a fair opportunity to contribute and excel at work without such biases clouding our thoughts and behaviours. Our campaign featured a diverse cast of gender, age, family responsibilities, and race to reflect our society. By knowing and acting fast on biases happening around us, we can do our part to create a fair and inclusive workplace for everyone.”
After all, for a subject like workplace discrimination, it is only when we all do our part to create a fair and inclusive workplace that we can start making the change. And it all starts with knowledge, because like the spot puts it, we need to know it to end it.
TAFEP’s campaign ‘Workplace Discrimination. Know it to end it.’ launched 15 March with a 60″film, supported by digital and print campaigns including OOH Bus Shelters, MRT Platform Screen Doors and HDB Lift Lobbies as well as radio, digital banners and social media content for Facebook and Instagram.
CREDITS
Client: Tripartite Alliance for Fair and Progressive Employment Practices
Chief Creative Officer: Tay Guan Hin
Senior Art Director: Amanda Ler and Derek Chia
Senior writer: Ivan Ng and Joe Yeoh
Account Management: Chermaine Chong and Erica Sanidad
Project Lead: Anne Lee
Producer: Anita Toh
Production House: Smallshop
Director: Elgin Ho
DOP: Alan Yap
Executive Producer: Yee Zhiyun
Editor: Jacen Chan, Knackfolks
Audio Engineer: Mark Toh, Knackfolks
Photography House: Nemesis Pictures PTE Ltd
Executive Producer: Jeremy Wong
Photograher: Juliana Tan
Producer: Justin Goh
Digital retouching: Miracle Factory
