Agency: BBDO Singapore
Client: Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP)
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In case some people haven’t heard, workplace discrimination is so outdated.
To highlight this, we launched the  “Update Our Mindset.” campaign.
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The campaign includes a content film that portrays various forms of discrimination and urges viewers to address biases and see others for their abilities. Building on the foundation of the earlier “Know It to End It” initiative, the campaign uses the familiar “update” icon to symbolize the need for mindset change. This icon is featured across various platforms, encouraging both employees and employers to actively combat workplace discrimination. The approach is subtle yet relatable, and sparks important conversations about inclusivity and fairness in the workplace.