Singapore – Singapore’s Agency for Integrated Care (AIC) has launched its ‘You Already Care’ campaign, which aims to revamp community care roles to meet demands of mature workers and ITE students who found renewed motivation in pursuing meaningful, impactful work.
Developed in partnership with The Secret Little Agency, AIC launched its campaign with the goal of shedding light on the one universal requirement which a career in community care needs.
You Already Care was created with the aim of demystifying misconceptions surrounding community care jobs, reiterating to Singaporeans the simple truth behind the qualifications necessary to work in community care – you simply just need to care.
Commenting on the campaign, Eva Lim Sng, director, integrated communications and marketing department at Singapore’s Agency for Integrated Care, said, “We understood that for many, a career in community care can appear daunting. We knew that it was necessary that we break down the barriers and preconceived notions people had about such careers. Care is already inside all of us; we hope through this campaign, more and more people heed the call and feel inspired to build fulfilling careers in community care together with us.”
Meanwhile, a spokesperson from The Secret Little Agency commented, “Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care.”
“We always joke that a campaign has truly made its mark when it starts circulating like wildfire in the WhatsApp groups of our older generation. The fact that in just a couple of weeks we’ve found it making the rounds, was enough validation that the campaign has captured the hearts and attention of future community care professionals,” he added.
The campaign will run till September 2023, with placements all over the country; from out-of-home placements at bus stops, train stations, kopitiams, to digital and social, and even radio commercials.
