TAFEP launches new public campaign from Y&R Singapore

19 April, 2012


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SINGAPORE — 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:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271
Email: magz.osborne@yr.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.

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

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We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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