TAFEP seeks to end workplace discrimination in campaign with BBDO SG

Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has launched a new ad campaign, together with BBDO Singapore, to educate employees on workplace discrimination. The campaign demonstrates that the measure of a person’s contributions within the organisation should be based on their abilities, experiences and work outcomes, as opposed to other factors. 

The campaign will be deployed in various formats such as TVC and OOH at bus shelters, MRT platform screen doors and HDB lift lobbies. On the digital front, radio and digital banners on social media sites such as Facebook and Instagram will be used. The campaign slogan reads: “Workplace Discrimination. Know it to end it.”

TAFEP aims to not only raise awareness of this issue, especially in areas pertaining to age, gender, family responsibilities and race, but also to also establish itself as a resource and recourse centre for any individual who is facing or has experienced workplace discrimination. It also targets employers who need assistance in implementing fair and progressive employment practices.

“Through acknowledgement of our unconscious biases; which may lead to discriminatory thoughts and behaviours we can actively take the first step towards creating a fair and inclusive workplace, where everyone is respected at the workplace,” said Lorraine Paul, assistant marketing and communications director at TAFEP.

Tay Guan Hin, chief creative officer of BBDO, added: “It's critical everyone should be given a fair opportunity to contribute and excel at work without biases clouding our thoughts and behaviours. Our campaign features a diverse cast of gender, age, family responsibilities, and race to reflect our society. By knowing and acting fast on biases happening around us, we can do our part to create a fair and inclusive workplace for everyone.”

In August last year, Prime Minister Lee Hsien Loong said in his National Day Rally speech that TAFEP guidelines would be enshrined into national law. According to The Straits Times, this move came following concerns from middle-income Singaporeans over competition with work pass holders for jobs and opportunities at work. In his speech, PM Lee added that government efforts will include the creation of a tribunal that will protect workers against discrimination based on nationality, gender, race, religion and disability. PM Lee adds that "the legal redress should be a last recourse but whose existence will cause the parties to work harder to settle the dispute, through conciliation and mediation".

Separately, TAFEP concluded its investigations into Ubisoft Singapore in January following claims of workplace and sexual harassment. According to a previous report, Ubisoft Singapore's operations was alleged to have experienced issues such as sexual harassment, bullying by managers and racial pay disparities. Several current and former employees had also claimed that HR was unhelpful when it concerned other complaints.

TAFEP stated that the company has a structure system in place to handle any workplace misconduct reports and past reports were handled appropriately. The agency added that the employees' salaries were performance-based.

Related articles:
TAFEP concludes investigation into Ubisoft SG following discrimination claims
TAFEP investigates workplace harassment claims against Night Owl Cinematics