Award: CAMPAIGN \ C24. Internal Communications

In early 2026, APBS announced the wind-down of large-scale brewing at its Tuas facility — among those affected, colleagues who had spent decades building the brewery into what it was. The internal challenge was as profound as the external one: how do you honour those who are leaving, while sustaining the commitment of those who remain?

The programme was built on a single principle: those with the most at stake heard first. A comprehensive communications framework covered every stakeholder group, sequenced with care. Leaders were trained across two rounds, equipped with the language and emotional preparedness to hold difficult conversations with conviction. Employees heard before the public did, with above-norm severance and support in place before they were needed.

The result: employees understood the reasons for the transformation, were appreciative of the advance notice, and became willing advocates — the clearest evidence that trust, once earned, speaks for itself.