BBDO Singapore Extends Strategic Partnership with the Tripartite Alliance

BBDO Singapore announces extending its partnership with the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) through to March 2025. This decision was finalised after a rigorous public tender process.

TAFEP, an initiative founded in 2006 by tripartite partners – the Ministry of Manpower, National Trades Union Congress, and Singapore National Employers Federation – is dedicated to fostering the adoption of fair, responsible, and progressive employment practices.

As part of this ongoing partnership, BBDO Singapore will continue to evolve and drive the impactful Workplace Discrimination campaign 'Know it to end it.' initially launched in 2022. This campaign aligns with TAFEP's mission to encourage organisations and individuals to identify and address workplace discrimination and establish itself as the go-to resource and recourse centre for workplace discrimination in Singapore.

In addition to this, BBDO Singapore has also been awarded the Tripartite Standards portfolio. BBDO Singapore will assist TAFEP in furthering its essential work in championing fair and progressive employment practices.

"BBDO Singapore is thrilled to extend our collaboration with TAFEP," said Melvin Kuek, CEO of BBDO Singapore. "We strongly believe in TAFEP's mission and are committed to using our creative prowess to continue amplifying the importance of fair and progressive employment practices. The 'Know it to end it.' campaign, and the Tripartite Standards portfolio, are instrumental in this journey towards creating a more inclusive and respectful workplace culture."

"We are immensely proud to have worked together with BBDO on developing the 'Know it to end it.' Campaign. It has been integral to our mission of creating fair and inclusive workplaces in Singapore. Our message of knowing and ending workplace discrimination has resonated deeply within the heart of Singapore. It wasn't merely seen but experienced by one in every two individuals. The astounding response from nine in 10 employers now motivated to cultivate a fairer workplace is a testament to our impactful outreach. This is not the end but the beginning, and I am confident that by extending this collaboration with BBDO Singapore through to March 2025, this will heighten our ability to build on this success." - Lorraine Paul, assistant director, marketing communications, TAFEP.

Through its strategic partnership with TAFEP, BBDO Singapore continues to reinforce its commitment to social responsibility, championing fair and progressive employment practices and fostering a diverse and inclusive society.