SkillsFuture encourages Singaporeans to “Be skilled for the future” via FiftyFull campaign
In today’s dynamic landscape, upskilling and reskilling are imperatives for enabling individuals to navigate career transitions and have long-term career growth. A new campaign by FiftyFull, who was appointed by SkillsFuture Singapore (SSG), taglined “Be Skilled for the Future,” aims to shift attitudes toward upskilling and reskilling, stressing the need to learn continuously.
This campaign is in line with SSG’s mission to support Singaporeans in their upskilling and reskilling efforts. SSG offers various grants and subsidies, and collaborates with partners to provide different courses and career transition programmes to help expand the career options of Singaporeans.
The integrated campaign will run on TV, digital, print, social and OOH platforms.
The campaign TVC unfolds a heart-warming story as a daughter innocently asks her father about video game creation, sparking his decision to delve into game development as part of his upskilling journey. The commercial’s narrative captures the moving journey of the father’s upskilling, creating a shared experience alongside his daughter.
The two-month long campaign is targeted at mid-career Singaporeans who might be concerned about job security, progression and career mobility.
Patricia Woo, Director of the Corporate Marketing and Communications Division of SkillsFuture Singapore, said: “We want to convey to Singaporeans that continual upskilling and reskilling are essential for their continued growth to take advantage of new career opportunities in a rapidly evolving skills and jobs market. Upskilling and reskilling are not just pathways to success; they are the very foundation of long-term career growth and resilience. They can tap into the various initiatives offered by SSG to help them achieve their upskilling goals.”
Vanessa Heng, Creative Partner of FiftyFull, said: “Time-strapped Singaporeans are reluctant to upskill for fear of squandering the opportunity. The aim of this campaign is to change their mindsets about lifelong learning in two steps. First, highlighting its importance — because jobs are evolving faster than ever. Second, to break the daunting steps of the upskilling journey into small reachable goals that can eventually lead to big achievements.”
The media agency partner for this campaign is Starcom.
Credits
Brand: SkillsFuture Singapore
Campaign Title: “Be Skilled For the Future” Campaign
Client: SkillsFuture Singapore
Ad Agency: FiftyFull
Production Company: Smallshop
Creative Director: Vanessa Heng
Director: Mario Koo
Art Directors: Shae Yue, Cheyne Koh
Managing Partner: Genevieve Seah
Account Director: Jessica Shen
Account Executive: Eunice Ngiam
Executive Producer: Yee Zhiyun
Producer: Tricia Yiow
