Singapore Maritime Foundation (SMF) has launched an attraction and industry branding campaign, “Own Your Future”, an immersive digital campaign that showcases an industry that is purposeful, exciting, and one that is on the cusp of transformation catalysed by technology and sustainability.

The campaign refreshes the industry’s talent attraction and branding efforts by raising awareness of the myriad of purposeful and exciting careers in the maritime sector, SMF said in a statement.

Inspired by real-life maritime professionals, the campaign seeks to attract fresh graduates and mid-careerists of all backgrounds to the sector, which is an integral pillar of the global logistics and supply chain, and an enabler of world trade.

“Singapore is a maritime nation. Our maritime heritage dates back 700 years, and today we compete at the top of the league. However, not many Singaporeans are aware of the purposeful and diverse careers in the sector.

“Much of the activities — automation at the port, harnessing data analytics onboard ships, or embracing more sustainable business practices — are invisible to the public. Yet, without talent, there can be no transformation,” said Tan Beng Tee, SMF executive director.

“Through this campaign and with the support of the maritime industry, SMF seeks to elevate the sector’s standing as a source of meaningful and diverse careers, where Singaporeans can make an impact in the world, through frontier domains such as technology, sustainability, and decarbonisation.”

“Own Your Future” is fronted by five professionals in the maritime sector — a data scientist, crew executive, ship financier, asset management executive and shipping lawyer. Using creative techniques such as ‘cel-shading’ art commonly seen in popular culture, the campaign transforms these real-life professionals from different parts of the maritime ecosystem into action characters.

Central to the campaign is the “Own Your Future” career purpose quiz — an interactive quiz that users can take to learn more about the different jobs in the sector. The quiz also matches users to roles they could potentially consider, based on responses to questions that delve into personality traits, talents, and career purpose, SMF said.

Apart from the quiz, the campaign also engages Singaporeans through storytelling across media platforms such as videos and comics. For more information, visit or visit the social media platforms of SMF and Maritime Singapore Connect (MSC).


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