BBDO and TAFEP Encourage Singapore to 'Update Our Mindset' to End to Workplace Discrimination
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," said Lorraine Audrey Paul, assistant director of marketing communications at TAFEP.
"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."
Inspired by the familiar 'update' icon when we update software, the mnemonic symbolises 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.
"We wanted to create something memorable that resonates with Singaporeans," said Tay Guan Hin, creative chairman BBDO Singapore. "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."
