Brand: Ministry of Manpower
Campaign: Progressive Wage Mark
Execution: The Progressive Wage Mark is an initiative in Singapore that aims to recognize and encourage firms that pay progressive wages to their lower-wage workers. Administered by the Singapore Business Federation on behalf of the Tripartite Partners, which include the Ministry of Manpower, the National Trades Union Congress, and the Singapore National Employers Federation, the PW Mark accreditation scheme helps to uplift the wages and well-being of lower-wage workers in the country. To promote this national effort, a comedy musical performance by Annette Lee and Taufik Batisah was launched island-wide, with screenings at Somerset 313, JEM and Parkway Parade Malls. Infographics in English, Malay, Tamil and Chinese were also displayed on digital panels in the Singapore heartlands, including at Jurong East, Ang Mo Kio, Woodlands, Paya Lebar, Tampines and City hall MRT stations. Eye-catching ads in yellow were also placed at these locations, and scanning the QR code provided leads to the latest list of companies with the PW Mark that people can support.
Home-Travel-Eat-Shop-Play touchpoints: Home, Travel, Shop
Stellar Ace X Ministry of Manpower (MOM)
