TAFEP launches new public campaign from Y&R Singapore
19 April, 2012
The Tripartite Alliance for Fair Employment Practices (TAFEP), has launched a public awareness campaign to sustain and intensify efforts in promoting fair, responsible and merit-based employment practices in Singapore.
The theme of the campaign –‘Create a Fair and Inclusive Workplace’, is focused on inspiring co-workers to treat one another with respect, regardless of age, gender, family status and disability. By discouraging undesirable behaviours that individuals may unintentionally or unknowingly exhibit. The campaign serves as a reminder for all employees not to discriminate and consciously avoid similar situations.
The campaign launched on 18 April 2012 with a TVC
on free-to-air channels, portraying a chain of events that ultimately goes full circle. Cleverly edited so the scenes change seamlessly, the TVC starts with a lady unwittingly discriminating against a man based upon his age. He in turn questions a pregnant lady’s ability to meet deadlines, she then pre-judges a man in a wheelchair, who then excludes, based on gender, the lady who started the chain.
The TVC concludes with “Break the cycle. Let’s create a fair and inclusive workplace”, followed by a clip of one of the protagonists proving how they can also be a huge asset to the company.
The campaign also uses Press advertisements in the four official languages (Chinese, Tamil, Malay, English), Out Of Home and Online media.
“Many people believe they are inclusive, but they fail to realize that they are actually subconsciously discriminating,” explained Mr Andrew Fung, GM TAFEP. “We hope that through this campaign, people will be more aware of their behaviour, and treat each other with respect at the workplace. Together, we can all create a fair and inclusive workplace.” Notes to Editors Campaign credits: Campaign:
Create a Fair and Inclusive Workplace Media:
TV and Print Agency:
Y&R Singapore Client:
Tripartite Alliance of Fair Employment Practices (TAFEP) Industry:
Government & Organizations Account Director:
Kea Sui Hong Account Executive:
Chew Fung Wee/ Lim Jia Min Avril Creative Director:
Bruce Watt Art Director:
Neo Chiew Chiew / Somjai Satjatham / Dian Widjaja Copywriter:
Adam Miranda Producer:
Michelle Tan / Davis Koh Director:
Willie Tang Video production:
Spunk Studio Media enquiries:
Regional Communications Director
Tel: +65 6671 3106
Mobile: +65 9029 9271
Email: email@example.com About TAFEP
The Tripartite Alliance for Fair Employment Practices (TAFEP) promotes the adoption of fair, responsible and merit-based employment practices among employers, employees and the general public.
Leveraging its unique tripartite identity, TAFEP works in partnership with employer organisations, unions and the government to create awareness and facilitate the adoption of fair, responsible and merit-based employment practices. TAFEP provides tools and resources, including training workshops, advisory services, and educational materials, to help organisations implement fair employment practices.
Those who have encountered workplace discrimination are welcome to contact TAFEP
for advice and assistance at Tel: +65 6838 0969.
To find out more about fair, responsible and merit-based employment practices, please visit www.fairemployment.sg
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