TAFEP partners with BBDO to end workplace discrimination - MARKETING Magazine Asia


TAFEP partners with BBDO to end workplace discrimination

To combat discrimination, we first have to recognise and acknowledge it. The latest Anti-Workplace Discrimination campaign by the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) aims to kick discrimination out of the workplace by emphasising that an individual’s work performance is based on one’s abilities and experiences garnered over the years and not by characteristics such as gender, age, family responsibilities and race. 

Lorraine Paul, Assistant Director of Marketing Communications at TAFEP explains, “Our campaign ‘Workplace Discrimination. Know it to end it’ not only aims to raise awareness of workplace discrimination, especially in areas pertaining to Age, Gender, Family Responsibilities and Race, but to also establish TAFEP as a resource and recourse centre for any individual who is facing or has experienced workplace discrimination, and needs help, or employers who need assistance in implementing fair and progressive employment practices.”

“It is through the acknowledgement of our unconscious biases; which may lead to discriminatory thoughts and behaviours that we can actively take the first step towards creating a fair and inclusive workplace, where everyone is respected at the workplace”, Lorraine added.

The spot that was first launched in March 2022, aptly tells us that the measure of a person’s contributions within the organisation should be based on their abilities, experiences and work outcomes, and not on other factors. 

Tay Guan Hin, Chief Creative Officer of BBDO, added, “It’s critical everyone should be given a fair opportunity to contribute and excel at work without such biases clouding our thoughts and behaviours. Our campaign featured a diverse cast of gender, age, family responsibilities, and race to reflect our society. By knowing and acting fast on biases happening around us, we can do our part to create a fair and inclusive workplace for everyone.”

After all, for a subject like workplace discrimination, it is only when we all do our part to create a fair and inclusive workplace that we can start making the change. And it all starts with knowledge, because like the spot puts it, we need to know it to end it.

Credits:

Client: Tripartite Alliance for Fair and Progressive Employment Practices

Chief Creative Officer: Tay Guan Hin

Senior Art Director: Amanda Ler and Derek Chia

Senior writer: Ivan Ng and Joe Yeoh

Account Management: Chermaine Chong and Erica Sanidad

Project Lead: Anne Lee

Producer: Anita Toh

Production House: Smallshop 

Director: Elgin Ho

DOP: Alan Yap

Executive Producer: Yee Zhiyun

Editor: Jacen Chan, Knackfolks

Audio Engineer: Mark Toh, Knackfolks

Photography House: Nemesis Pictures PTE Ltd

Executive Producer: Jeremy Wong

Photograher: Juliana Tan

Producer: Justin Goh

Digital retouching: Miracle Factory


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