SkillsFuture
2020 – 2021
New skills, new opportunities
As a national movement, SkillsFuture aims to help people achieve their fullest potential by gaining new skills. They wanted to make upskilling more relatable to a younger audience while remaining accessible to Singaporeans of all ages.
To achieve this, we created a social media content plan which would focus on key benefits and barriers of upskilling, including resilience and creating a mindset shift.
Working with SkillsFuture across Facebook, Instagram and LinkedIn, I conceptualised and wrote visual and post copy for a wide range of social media posts through this lens. The posts addressed different target audiences and covered topics such as profile stories and education.
Personal Growth
We invited our audience to focus on and be proud of their personal growth by creating characters to represent everyday Singaporeans. Whether as a freelancer or an employee struggling through working from home, you can better prepare yourself for the job market by upskilling.
Mindset Shifts
A large barrier preventing people from upskilling was feeling that there was no reason to. In order to give them a new perspective, we created posts that would encourage a mindset shift and allow our audience to understand why they needed to gain more skills to remain competitive.
On Trend
To appeal to a younger audience, we played on current trends in pop culture and added an upskilling twist to make acquiring new skills more fun and relatable.
Everyday Upskilling
Gaining new skills can be fun and easy. In fact, you’re probably doing it every day without realising it. We created posts to illustrate how the little things you do every day can be a part of your upskilling journey.
State of Skills
Utilising statistics and surveys of the job market, we educated our audience with posts about current in-demand skills they can obtain to get ahead.
Resilience
Upskilling allows you to withstand uncertainties. To show our audience how they can be better prepared by enhancing their skill set, we created posts that showed how upskilling helps you bounce back.
Profiles
We showed success stories of upskilling by creating profiles of Singaporeans that improved their lives and careers through SkillsFuture programmes.
Self-help
To help people understand how to navigate the programmes and initiatives from SkillsFuture, we created a series that would explain the simple steps to upskill with SkillsFuture. I storyboarded and scripted the videos, and recorded the voice-overs for these posts.