Staff Reporters
Jul 20, 2012

Moove Media cows celebrate Singapore’s workforce

SINGAPORE - Transport-media owner Moove Media is revisiting its popular cows initiative with a ‘Moove [email protected]’ campaign paying tribute to Singapore's workforce.

400+ costumed Moove Cows are grazing in Singapore
400+ costumed Moove Cows are grazing in Singapore

The 'Moove [email protected]' campaign sees more than 400 Moove Media cows grazing at open spaces across the island, including Raffles Place, Orchard Road, Esplanade – Theatres on the Bay, Toa Payoh, Braddell and Sengkang, for the next three weeks.

The campaign focuses on several jobs across various industries, including accountant and executive cows representing commerce and trade, the artisan cow representing the building and engineering industries, the army cadet cow representing defence, the lawyer cow depicting homeland security, the doctor and nurse cows representing healthcare, the forensic scientist and scientific analyst cows representing biomedical research, the chef cow representing tourism and the artist cow representing the performing arts.

There are also cows representing a bus captain, cleaner and hawker.

As part of the campaign, Moove Media will run an interactive online contest via its Facebook page, where the public can submit captioned photos of themselves posing alongside the cows. Participants with the most votes stand to win a pair of Cathay Pacific air tickets to Hong Kong or Bangkok, a Nikon 14.1-megapixel digital camera and two pairs of Shaw movie tickets.

Results of the contest will be announced on 24 August.

“We have had our cows take on different personas over the years,” Jayne Kwek, CEO at Moove Media, said. “This time round, the idea of ‘Moove [email protected]’ is meant to salute the professionals, executives and rank-and-file workers, who have helped shape Singapore’s past, present and future.”

Shirley Tan, director of corporate and marketing communications division at the Singapore Workforce Development Agency, noted that a highly skilled workforce is an integral component in driving the growth of the country’s economy.

“WDA is heartened that Moove is celebrating the contributions made by our workers from all walks of life in this light-hearted manner.”

The cows are also up for sale at S$200 each. All proceeds will go towards the ComfortDelGro/ Lions Befrienders’ Home Improvement Fund, which serves to improve the living conditions of the elderly living in one-room flats.

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