SG's Agency for Integrated Care demystifies community care misconceptions with humorous ads

Singapore's Agency for Integrated Care (AIC) has partnered The Secret Little Agency (TSLA) to challenge the perception that specific skills and qualifications are necessary for a career in community care.

The campaign aims to act as a response to potential candidates who might not consider a career in this industry due to feelings of inadequacy that may come from various perceived barriers, according to a statement by the company.

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“We understood that for many, a career in community care can appear daunting. We knew that it was necessary that we break down the barriers and preconceived notions people had about such careers,” said Eva Lim, director of the integrated communications and marketing department at AIC.

The campaign draws from old-school classified ads to prominently feature a “Now Hiring” headline with images that take the place of punctuation to enhance the playful nature of the copy.

With a combination of retro and modern elements, the campaign aims to target mature workers who may be looking to switch careers to more purpose-driven jobs with playful messages that speak to their habits and personalities at the heartlands, added a spokesperson from TSLA.

The campaign also aims to target ITE students at job fairs, OOH placement near campuses and digitally through social media lingo.

“Visually, we wanted to make sure that these ‘recruitment ads’ were inviting, and [that it] immediately captured the attention of our audience,” added a spokesperson from TSLA.

“It was also imperative that our campaign had immediate resonance, and helped people feel ‘Oh yes, that could be me’,” the spokesperson explained.

The ‘You Already Care’ campaign also injects humour and relatability to the community care industry with hilarious job titles such as a “chief tissue officer” if an individual always brings tissues for their loved ones.

“Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care,” said the spokesperson from TSLA.

The campaign will run island-wide till the end of September 2023 and will span radio, digital, social and out-of-home assets such as stickers on Kopitiam tables and placements at bus stops to name a few.

“Our campaign was inspired by the everyday acts of care we observed in our daily lives – from giving up your seats in the MRT, to friendly chats with strangers – these very human habits and quirks were our proof of the skills that everyone had in them to join a career in care,” said a spokesperson from The Secret Little Agency.

The campaign comes shortly after TSLA promoted Eunice Tan to helm the agency as its new group chief executive officer (CEO). She will take over from Nicholas Ye who was previously CEO in addition to being one of the agency's founders, it said when MARKETING-INTERACTIVE reached out. 

Tan steps into the new role after helming the agency’s strategy department for well over a decade as head of strategy. She has also been a partner at the agency since 2009. Prior to her stint at The Secret Little Agency, Tan was at TBWA\ Group Singapore where she handled account management. 

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