INDUSTRY:
NON-PROFIT ORG
ROLE:
SCHOOL PROJECT (CAMPAIGN)
The Challenge
Workplace ageism remains one of Singapore's least discussed forms of discrimination. Despite increasing workforce participation among older adults, many continue to experience barriers in hiring, career progression, and access to professional development opportunities.
Wisdom At Work was developed as a social awareness campaign designed to challenge misconceptions about ageing in the workplace and encourage more inclusive attitudes towards older workers.
Campaign Identity & Physical Activation
Experience is an asset, not a limitation.
Using bold typography, vibrant colour systems, and portraits of older workers across different industries, the campaign reframes ageing as a source of skill, resilience, and expertise. The campaign heavily focuses on seeing the elderly working. Visual depictions of age-positive representation within the campaign.
The visual system was designed to be adaptable across multiple physical touchpoints including:
Public advertisements
Community outreach materials
Online Presence
Digital Platforms
To extend the campaign beyond physical awareness materials, I designed and developed a responsive campaign website that serves as a central destination for education and engagement. The website was created to demonstrate how a public awareness initiative could combine educational resources, community storytelling, and event promotion within a single digital experience. Visitors can explore information about workplace ageism, discover proposed workshops and intergenerational events, read example stories inspired by real-world experiences, and access practical resources that encourage more inclusive workplace cultures.
