Workforce Singapore has launched a campaign in collaboration with dentsu X and Goodfellas to raise awareness of the “Adapt and Grow” brand and initiative among Singaporean PMETs (professionals, managers, executives and technicians). This is with the aim to educate and build relevance to PMETs of the programmes under “Adapt and Grow”.
The campaign video titled “Is THIS the END of Jason’s Career?” and shows the protagonist, Jason, going through a job loss and getting back on his feet through the help of “Adapt and Grow”. Inspired by true events, the campaign runs across print, digital, out-of-home platforms, as well as television and on ground activities.
The new concept hopes to encourage viewers to take the first steps of planning their career, and open the door to new career opportunities. The spot garnered 88,523 views at the time of writing. Watch it here:
According to Goh Chour Thong, corporate and marketing communications director, Workforce Singapore, Jason’s story is about embracing change for the possibility of more fulfilling outcomes ahead. Goh added that Jason’s story is applicable in many areas of everyone’s lives, and career planning is no exception.
“Some may have to adapt their expectations and grow their skills more than others to achieve their desired career pathways and may need help. Workforce Singapore’s ‘Adapt and Grow’ programmes can help bridge the obstacles that such individuals may have,” Goh added.