Singapore Workplace Discrimination Campaign Urges Society to ‘Update Our Mindset’

The Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has unveiled a powerful new campaign with a clear message: workplace discrimination is unacceptable and must end.

The “Update Our Mindset” campaign encourages everyone to shift their perspectives and value individuals based on their abilities. It questions the relevance of discrimination in both the workplace and society at large. A compelling content film illustrates various forms of workplace discrimination, urging viewers to address their biases and adopt a more inclusive mindset.

“Workplace discrimination really impacts our morale and productivity, but I believe we can change that,” said Lorraine Audrey Paul, Assistant Director of Marketing Communications at TAFEP. “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,’ and this follow-up campaign will continue to build on that foundation.”

The campaign’s central theme is inspired by the familiar “update” icon, symbolizing the need to refresh our mindsets to foster fair and inclusive workplaces. This mnemonic appears across various platforms, including brand films, social media, lift lobbies, and outdoor advertising (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 of BBDO Singapore.

By urging society to “Update Our Mindset,” TAFEP aims to promote a culture of fairness and inclusivity, making workplace discrimination a thing of the past.

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