A campaign to promote employment of older workers

The Tripartite Committee on Employability of Older Workers has launched a campaign to promote the employability of older workers and raise awareness amongst employers on their potential. The integrated campaign runs on TV, cinema, online and OOH medium channels.

The TV spot highlights the wealth of experience employers can tap into if they do not let age get in the way of their hiring criteria.

This is complemented by a series of print advertisements featuring older workers in various industries. It employs testimonials from both employers and co-workers to portray the holistic value older workers bring to their organisations.


“The integrated campaign titled ‘Tap into a Wealth of Experience’ aims to highlight the invaluable experience older workers bring to any organisation,” a spokesperson said.

The campaign will run for a year. The creative agency behind the campaign was Goodfellas while the media agency ZenithOptimedia Singapore. The PR agency behind the campaign is Edelman Singapore.

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