SkillsFuture

THE CHALLENGE

Since the scheme started in 2015, 7 in 10 people, across all ages, have not used their SkillsFuture Credit. SkillsFuture SG needed an online campaign to drive everyone to upskill.

THE SOLUTION

Our campaign would show that literally everyone needs to upskill - even the Chief Executive of SkillsFuture SG Tan Kok Yam.

Joining him in our 3-part video series was a fresh grad new to the workforce and a mid-career professional, covering our three main age and career demographics.

Each was paired with a Key Opinion Leader (KOL) who issued them an upskilling challenge.

From learning how to make social content to leading a fitness class to cooking a three-course meal, they had to upskill within tight time constraints in order to succeed - all while sharing their thoughts on the benefits of upskilling, their own upskilling journeys and quashing popular excuses against upskilling.

The video series covered the 1) digital, 2) care and 3) green economies, highlighting the three developing industries in Singapore where upskilling would yield the most benefit.

The campaign culminated in a social media contest, where people shared their own thoughts on upskilling for a chance to win attractive prizes.