As the national labour movement, NTUC champions the enrichment of the workforce by providing workplace representation, upgrading courses, career guidance and lifestyle benefits to all members.

 

However, being a largely diversified business of 60 unions and 12 social enterprises, inclusive of FairPrice supermarket, has complicated the communication efforts of NTUC Membership, especially to the younger generation. Building on our 2012 creative concept “A Labour of Love”, we took the opportunity to reconnect NTUC Membership and their audience on a heartfelt level with a series of four engaging advertisements. The campaign was featured on local newspapers, trains and public buses, as well as applied to tent cards, brochures and posters.