SkillsFuture Singapore stresses the need to learn continuously in inspiring film

SkillsFuture Singapore (SSG) is looking to shift attitudes toward upskilling and reskilling with a new campaign. 

Titled "Be skilled for the future", the campaign stresses the need to learn continuously and is in line with SSG's mission to support Singaporeans in their upskilling and reskilling efforts. 

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The campaign features a short film following a father and his young daughter. After a failed promotion, he spends some time watching his daughter play mobile games. Inspired, he decides to take up game development as his upskilling journey. 

Meanwhile, his daughter begins to take up new skills as well such as drawing, solving a Rubik's cube and skateboarding. Both father and daughter are seen embarking on their own journey of upskilling and reskilling, unknowingly mirroring each other and creating a shared experience with one another. 

Aside from the short film, visual assets have also been released as part of "Be skilled for the future". The integrated campaign will run on TV, digital, print, social and OOH platforms. 

The campaign will run for two months and is targeted at mid-career Singaporeans who might be concerned about job security, progression and career mobility.

“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," said Patricia Woo, director of the corporate marketing and communications division of SkillsFuture Singapore. 

"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.”

"Be skilled for the future" was created in partnership with creative agency FiftyFull and media agency Starcom. 

“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," said Vanessa Heng, creative partner of FiftyFull.

"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.”

Currently, 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 campaign comes after SSG unveiled the "Workforce upskilling playbook for the machining and molding industry sectors 2024" in January 2024. 

The playbook is designed to aid manufacturers, especially SMEs, in upskilling their employees, particularly within the Precision Engineering (PE) sector.

The playbook encompasses six key roles, ranging from operators to specialists and engineers, providing a detailed breakdown of essential role changes and new skill proficiencies necessitated by disruptive technology.

It also aims to empower the industry to maintain its competitive edge by providing a clear strategy for engineers, specialists, and operators to adopt new competencies.

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