WorkRight
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MOM, Singapore wanted to raise the public's awareness of low wage workers' rights.
The Challenge
How did we communicate these rights to workers of an older dialect-speaking generation,
uninformed by, and unfamiliar with the internet?
The Idea
The lyrics of a well-loved Hokkien oldie, Ji Pa Ban, was given a new spin and performed
by theVoice, at one of our most beloved food centres, Tiong Bahru.
Not only did the familiar tune and vibrant performance catch the attention of the older folk, it also tugged
at the heartstrings of all the other patrons who could make a difference with the hotline provided.
It gained traction online, even with bloggers like Mr Brown.
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