Rahat Kapur
Feb 22, 2024

New SkillsFuture campaign encourages Singaporeans to upskill as job market slows

Created in partnership with Fiftyfull, the timely film and adjacent assets shine a spotlight on the significance of overcoming learning barriers in a precarious economic climate, and giving yourself and your family a chance at a better future.

Independent Singaporean creative agency Fiftyfull has unveiled a new campaign for SkillsFuture Singapore (SSG), designed to encourage Singaporeans to continually improve and update their skills. Titled "Be Skilled for the Future," the campaign focuses on the importance of ongoing learning to secure long-term career advancement and adapt to changing job demands.

The local job market is predicted to "soften" this year in accordance to the Monetary Authority of Singapore, with wage growth to follow suit. In accordance with a Randstad Singapore 2024 report, the median monthly gross salary for fresh graduates in full-time jobs in Singapore rose from S$3,600 in pre-pandemic 2019 to S$4,200 in 2022—a 16% increase in four years. However as per the report, "while the starting salaries have accounted for inflation, cost of living and talent scarcity, the real wage of working adults have not yet kept pace." Randstad's Employer Brand Research also shows that 38% of respondents have said they'd switch employers because of low compensation and the rising cost of living.

As work-life balance continues to be an ongoing point of contention in organisations large and small alike, Singaporeans are also more actively looking for ways to bolster flexible work arrangements. So hot is the topic that it was being debated at a legislative level during the Singaporean Parliament sitting in October last year, with minister of State for the Ministry of Manpower (MOM), Gan Siow Huang, citing that whilst the imperative to offer pliability is key, making rigid structures out of flexible work policies could harm both businesses and their employees.

Selected by SSG for the project, FiftyFull's aim is to transform attitudes towards lifelong learning, emphasising the necessity of both upskilling and reskilling. The campaign also aligns with SSG's goal to assist Singaporeans through various grants, subsidies, and programs that offer diverse courses and career transition opportunities, ultimately enhancing their career prospects.

First launched on January 15, the campaign runs for two months and is being promoted across television, digital platforms, print media, social media, and out-of-home (OOH). The main TVC film features a compelling story of a father struggling to be promoted and recognised for his work, and his inspiration to learn game development after a conversation with his daughter—showcasing his journey of growth alongside hers.

Starcom is also serving as the media agency partner for this campaign.

Patricia Woo, director of the Corporate Marketing and Communications Division of SkillsFuture Singapore, shared: “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. 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.” 

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

Campaign's take:  In today's unpredictable environment, job security is a genuine concern. It's crucial to openly discuss the necessity for individuals, including those mid-career, to enhance their skills and pursue further education for a better chance of employment. There's an undue stigma around adult education that needs to be dismantled, especially as living costs and inflation rise. There should be no barriers to seeking a better future for oneself or one's family. The film's message, emphasising the value Singaporeans place on family and caregiving, is both heartfelt and timely, making it a welcome addition to the ongoing conversation.


Brand: SkillsFuture Singapore
Campaign Title: “Be Skilled For the Future” Campaign 
Client: SkillsFuture Singapore
Ad agency: FiftyFull
Production company: Smallshop
Creative director: Vanessa Heng
Director: Mario Koo
Art directors: Shae Yue, Cheyne Koh
Managing partner: Genevieve Seah
Account director: Jessica Shen     
Account executive: Eunice Ngiam
Executive producer: Yee Zhiyun
Producer: Tricia Yiow 

Campaign Asia

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