SHOUT — Stop Workplace Sexual Harassment

Problem

As more women enter the workforce, conversations around workplace safety and harassment become increasingly important. However, in Singapore, sexual harassment remains a sensitive and often avoided topic — one that is frequently overlooked or dismissed.

The challenge was to create awareness around an issue many people choose not to acknowledge.

Concept

Workplace sexual harassers are portrayed as sexual predators.

Their calculated behaviour towards unsuspecting victims mirrors the instincts of predators in the wild — observing, targeting, and exploiting moments of vulnerability.

By using this metaphor, the campaign reframes sexual harassment as a serious threat rather than an uncomfortable conversation to avoid.

Campaign Touchpoints

Awareness Through

Outdoor Print Ads
TVC
Website
eDM Campaign

Website — Workplace Zero Tolerance Pledge

The campaign reimagines the traditional pledge system by moving beyond a simple promise of support.

Instead, audiences actively contribute towards creating safer workplaces by submitting their workplace details. The information is then shared with AWARE, enabling organisations to take steps towards building a zero-tolerance environment against sexual harassment.

eDM — The Hidden CV

An eDM campaign designed to disguise itself as a CV addressed to Human Resources departments.

By using a format familiar to HR teams, the message increases the likelihood of being opened and read compared to conventional awareness emails or direct mailers.