Singapore — Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has launched an integrated campaign that reveals a simple truth: workplace discrimination happens at 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 in 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 really impacts our morale and productivity, but I believe we can change that. Let’s start by addressing our biases, updating our mindsets, and start 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.”
– Lorraine Audrey Paul, Assistant Director, Marketing Communications, 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.”
– Tay Guan Hin, Creative Chairman, BBDO Singapore.
- CREDIT
- TAFEP “Update our Mindset” 2024 | Credit List
- Credits
- 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