Singapore – The Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has launched an integrated campaign that shows a basic truth: workplace discrimination exists and must not be tolerated. It is up to everyone to eradicate workplace discrimination by changing their mindsets and seeing people for their potential.
A film that explores the applicability of prejudice in the workplace and in society at large is part of the “Update Our Mindset” initiative. The film refutes this idea by showing prejudice in the workplace in a variety of contexts and forms, and it advises viewers to change their perspectives in order to overcome their prejudices.
The mnemonic, which was inspired by the “update” image for software upgrades, stands for the necessity of changing attitudes in order to create inclusive and equitable workplaces. This catchphrase can be seen in a variety of contexts, including social media, lift lobbies, brand films, and out-of-home (OOH) advertisements.
Speaking about the campaign, Lorraine Audrey Paul, assistant director, marketing communications, TAFEP, said, “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.”
Meanwhile, Tay Guan Hin, creative chairman, BBDO Singapore, stated, “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.”
