Workforce Singapore and Tribal Worldwide help Singaporeans adapt to changes in the manpower landscape
Life-sized teddy bears, dressed in office attire, joined the lunch crowd at Raffles Place Park yesterday to catch the debut of Workforce Singapore’s new publicity campaign about the potential of career mobility.
The guerilla launch activation and commercial kick off a two-month-long campaign by Workforce Singapore, which highlights its Adapt & Grow (A&G) programmes that help Singaporeans tap on specific programmes through their employment journey. With A&G, they can get information, learn skills and attain competencies necessary to take on new jobs in growth sectors and reduce job mismatches.
The campaign is fronted by three main characters—Bewildered Bear, Anxious Clock and Curious Cup—to represent audience segments that cut across the working population, aged between 21 and 55.
. Bewildered Bear is the career seeker who is overwhelmed by different possibilities but is interested in seeking out a job that fits his strengths and interests.
. Anxious Clock represents a mid-careerist who might be feeling the pressure of staying relevant in a fast-changing job market.
. Curious Cup is on the lookout for a job that is in the same field so that she can utilise her existing skill sets.
In response to the rapidly changing employment landscape and increasing concerns about career mobility, this campaign reiterates Workforce Singapore’s efforts to help Singaporeans adapt to changes in the manpower landscape and help them prepare to transit into new job roles in growth sectors.
Crafted by Tribal Worldwide Singapore, the genesis of the campaign started with the insight that people often think that they only need help if they are desperate and helpless. However, Workforce Singapore believes that no matter what stage of your career you are in, everyone needs an ally to help plan their career journey.
“The Fantastic Candidates campaign reaches out to all jobseekers in the current market, regardless of their needs or starting point. By using non-human talents, we want to portray a job market that is gender-, age- and industry-neutral. We want to help Singaporeans stay career mobile in this competitive and rapidly-changing job market,” said Benson Toh, Creative Director, Tribal Worldwide.
A second commercial will be released in the coming weeks, alongside conversational pieces in cinemas, digital platforms and on social media. The campaign seeks to inform Singaporeans of the available avenues they can explore with Adapt & Grow.