WDA scares and proposes

Singapore - WDA has unveiled a public awareness campaign which acts to reveal the sobering realities of life.

The 'Learning for Life, Advancing with Skills' campaign features two unique TVC executions, the first of which launched last Wednesday, which shows viewers that if they put aside skills upgrading, they will get "left behind". It also highlights the need for continuous education. 
  
The TVCs are part of a larger integrated campaign that includes print and online ads which reflects the creative seen in the first installment of the TVC. The second wave of the campaign continues this week with a more upbeat TVC that will run together with the use of MRT ads and OOH media - to showcase the different sets of skills, from intricate to technical to professional skills. The campaign hopes to change public mindset on attitudes towards skills upgrading.

The campaign was conceptualised and developed by Y&R, while its media agency MEC was responsible for the planning and placement of the ads. Ricky Ho, an accomplished composer who has been responsible for many movie sound-tracks and TVCs, was responsible for the melodramatic score used in the TVCs.