Singapore Maritime Foundation Launches “Own Your Future” Creative Campaign to Draw Talent and Update Industry Brand

May 9, 2022

Fronted by five real-life maritime professionals, the digital campaign features a fresh take on maritime jobs to educate and excite Singaporeans about careers in maritime

Singapore, 9 May 2022 — Singapore Maritime Foundation (SMF) today announced the launch of a brand-new talent attraction and industry branding campaign, “Own Your Future”. An immersive digital campaign, “Own Your Future” 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. 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 on board ships, or embracing more sustainable business practices — are ‘invisible’ to the public. Yet, without talent, there can be no transformation,” said Ms. Tan Beng Tee, Executive Director, Singapore Maritime Foundation.

“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,” continued Ms. Tan.

“Own Your Future” is fronted by five real-life professionals in the maritime sector — 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 — a fun, 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. Apart from the quiz, Own Your Future also engages Singaporeans through storytelling across rich media platforms such as videos and comics.

For more information, visit or visit the social media platforms of SMF and Maritime Singapore Connect (MSC).

For more information on talents featured in the Own Your Future campaign, please refer to Annex A.

About the Singapore Maritime Foundation (SMF)

Established in 2004, the Singapore Maritime Foundation is a conduit between the public and private sectors to accomplish the twin mission of developing and promoting Singapore as an International Maritime Centre (IMC); and to attract, engage and grow a talent pipeline to position Maritime Singapore for continued growth. For details, visit

The Maritime Singapore Connect (MSC) Office operates Singapore’s only dedicated maritime career portal at

For more information, visit

SMF’s LinkedIn

MSC’s Facebook

MSC’s Instagram

MSC’s LinkedIn

Media Contacts

David Lee
+65 9119 8044

Angelene Yong
+65 8299 2330

Redzuan Samad/Jamie Tan

+65 9183 9477 / +65 9488 0992