MOM in life quality push for Singapore

The Ministry of Manpower (MOM) has selected Ogilvy & Mather to promote a new initiative aimed at the island state's culture of long working hours.<BR><BR>The 'Work-Life Harmony' programme revolves around an awards show designed to recognise those companies which inculcate a positive work-life balance for their staff. MOM selected Ogilvy following a tender process that included several other undisclosed agencies.<BR><BR>According to MOM deputy corporate communications director Abegail Chew, the campaign will use PR and advertising to spearhead awareness of the awards, and ultimately encourage and educate employers.<BR><BR>"A lot of our communications are aimed towards the employer because we want them to see that it benefits the company in terms of productivity, customer satisfaction and talent retention."