Campaign Spotlight

Campaign Spotlight: Manpower Group SG connects the LGBTQ community to inclusive companies with the #PridePass initiative

SINGAPORE – This June, in celebration of Pride Month, workforce solutions company ManpowerGroup Singapore, in partnership with global brand experience agency VMLY&R, has launched #PridePass, an initiative aimed at driving diversity and inclusion in the workplace by creating a place for Lesbian-Gay-Bisexual-Transgender-Queer individuals to find exciting job opportunities from inclusive organisations.

Today, in more than half of the world, LGBTQ people face discrimination in the workplace and when applying for jobs, based on their gender identity and sexual orientation. This means that LGBTQ employees can be rejected for jobs, overlooked for promotions or fired for being who they are.

Despite this, there is growing support for the LGBTQ community from businesses across the globe, with over 90% of Fortune 500 companies having already adopted LGBTQ-friendly workplace policies. With this growing number of inclusive organisations, ManpowerGroup and VMLY&R wanted to find a way to better connect inclusive companies to LGBTQ talent across the globe, and #PridePass was born.

Sponsor, is a one-of-a-kind online jobs aggregator for the LGBTQ community, designed to bring together job listings from inclusive companies. By tagging #PridePass in their job listings, any company can see their job openings being featured on the website, making it easier for them to connect with LGBTQ talent.

“#PridePass was designed to help companies make a real impact by acting through hiring. It is a purposeful utility that will continue to help the LGBTQ community beyond Pride Month,” said Valerie Madon, chief creative officer, VMLY&R Asia.

“It’s a call for more companies to open their doors and create an inclusive and diverse work environment, because we believe that talent is not dependent on gender identity or sexual orientation.”

ManpowerGroup and VMLY&R are calling for companies to support LGBTQ talent as inclusive employers by tagging #PridePass in their job listings.

Commenting on the launch of PridePass, Linda Teo, country manager of ManpowerGroup Singapore, said: “As an organisation we are committed to fostering social change to create healthy and happy working environments which are socially responsible and free from discrimination.

“PridePass represents a step in the right direction, giving employers in Asia and across the globe the opportunity to join the cause and show their support for LGBTQ talent.”

Designed for easy participation, any company can join the cause and find out more about PridePass by visiting


CEO – Tripti Lochan
CCO – Valerie Madon
MD – Preethi Sanjeevi
ECD – Guy Futcher
CD – Joaquim Laurel
Senior Art Director – Daniel Tolentino
Senior Art Director – Marcos Becker
Head Of Copy – Miguel Siojo
Account Lead – Aditya Saharia
Regional Tech Director – Adam Etline
Programmer – Nicholas Ng, Jason Wee
Planner – Ashik Ashokan
Editor – Jared Tay

Client – Josh Goh
Tech Partner – Co8xis
Production Partner – ColorTV Studio

Partner with adobo Magazine

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