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BBDO Singapore encourages Singapore to put an end to workplace discrimination through new “Update Our Mindset” spot for TAFEP



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Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has launched an integrated campaign, created by BBDO Singapore, 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,” says 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.

Tay Guan Hin, Creative Chairman, BBDO Singapore, said: “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.”



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Miranda Cosgrove

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