BBDO Singapore wins two-fold with new client Tafep

In February 2021, The Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) held an RFP for three of their campaigns and frontrunner BBDO Singapore was recently awarded two of the three campaigns which will be developed and executed over the next two years.

BBDO Singapore will be tasked to develop and deliver two different campaigns which include:

Fair@Work is an initiative by TAFEP to encourage employers and people to play their part in creating a fair and inclusive workplace. TAFEP believes that being fair means refusing to judge people based on their age, race, gender, religion, marital status and family responsibilities or disability. 

The Work-Life Ambassador Scheme (WLA) is an initiative to bring business leaders, HR practitioners and working individuals together with the objective to raise awareness about the value and importance of creating work-life harmony in Singaporean workplaces. The ambassadors of the scheme will share their wealth of work-life experiences along with knowledge to help employers and employees alike to implement and support work-life programmes and initiatives within their organisation. 

For this pitch, BBDO Singapore brought together a family of specialist partners PHD, VMSD and IPSOS to present a holistic solution based on the TAFEP’s tasks.

When asked about working with BBDO Singapore on these two exciting campaigns, TAFEP responded, “The campaigns and strategies proposed by BBDO provided not only a fresh perspective on the work that we do, but also tapped on a wealth of insights and research that the BBDO team can collectively provide across all of their associates. We look forward to this exciting collaboration.”

Monica Hynds, General Manager BBDO Singapore said “As a responsible organisation that encourages a fair and inclusive workplace environment, we practically live and breathe TAFEP’s purpose and ambitions, so it is natural for us to come up with a campaign that is also a reflection of who we are and what we do. We are proud of the strategic and creative solutions that we put on the table and are very much looking forward to building a strong partnership with TAFEP moving forward.



GM: Monica Hynds

CCO: Tay Guan Hin

Creatives: Malcolm Wee, Kelvin Gan, Nicole Kee.

Planning: Naomi Lam, Simran Gill

Account Management: Chermaine Chong

Operations: Anne Lee


Kenneth Wong, Quynh Pham and Wei Chun Yee


Melanie Ng, Shashank Sharma and Nitya Sarma


Daren Chan, Leon Tay and Jasmine Loh.


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