Singapore- Discovery Channel has launched a multi-tiered consumer marketing campaign including on-air, on-ground, radio, print, press, and online elements to build awareness and drive viewers to new series Dirty Jobs. Airing every Monday at 22:00 (SIN/HK), Dirty Jobs premiered across South East Asia on Discovery Channel Asia on Oct. 15. Hosted by Mike Rowe, the show profiles quirky labourers such as road kill-removal specialists and bat biologists. The Dirty Jobs campaign kicked off in Singapore on Oct. 12 with advertising on 300 dustbins at bus shelters across the island including high-traffic areas such as Raffles Place in Singapore and Jalan Bukit Bintang in Kuala Lumpur to raise awareness for the series. The bins feature taglines including “Let’s talk dirty”, “All the dirt. Minus the celebrities” and “And you think your job stinks”. “Dirty job workers” are distributing “classifieds” with information about the new series. Venues targeted include Market Street, Boat Quay, Clarke Quay, and the Central Business District area in Singapore; Kota Damansara, Mont Kiara, the Asian Heritage Row, Bangsar, and Desa Sri Hartamas in Kuala Lumpur.