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SkillsFuture Singapore's mission is to promote a culture and holistic system of lifelong learning by pursuing skills mastery and developing fulfilling careers for a future-ready Singapore.

With the rise and proliferation of artificial intelligence (AI), many worry about the cost of this technological advancement.

The question on most minds is: "Is my job going to become obsolete?"

Despite the doom and gloom, we saw an opportunity to trigger positive change.

We created a campaign to reassure people there is still hope and that upskilling could unlock their potential. We needed a thought-provoking message to jolt people into action.

"When jobs evolve, new skills are needed" became the mantra for the new initiative and summoned the target audience to take upskilling seriously.

This spot featured a photographer threatened by AI and how SkillsFuture enhanced his prospects.