Every day, approximately 168,360 people with disabilities (PwDs) struggle among us in our tiny country. With 60% of them not being socially accepted and deprived of opportunities to better their lives. Singapore is a nation with high employment rate, yet only 5% of PwDs are able to make a living for themselves.
National Council for Social Service (NCSS) wanted to change Singaporeans’ perception towards PwDs. More importantly, to recognise their talents and provide them with an inclusive environment where they can progress just like everybody else.
LACK OF EMPATHY VS LACK OF TALENT
Because of the widespread apathy among Singaporeans, there are many PwDs whose talents have gone unnoticed; out of sight, out of mind. With that in mind, a platform was created to showcase PwDs ‘hidden’ abilities. By giving PwDs the attention they deserve, Singaporeans can finally look beyond their disabilities and see a different side of them.
The campaign unfolded through a three-pronged approach – Celebrate, Collaborate and Contribute. The idea was to cast PwDs in a different light by putting them in the limelight, literally. And in doing so, getting Singaporeans to rethink the potential and true capabilities of PwDs.
In the first phase of the campaign, the talents of PwDs were celebrated in Singapore’s first ever all inclusive music video – “Fire in the Rain”. Featuring a 100-person strong choir that comprised of differently-abled individuals and celebrity rapper, ShiGGA Shay. Every member was given an opportunity to showcase their strength, resilience and talents.
Since its release, it has garnered 280,000 views and 2,738 shares in both social media and OOH – Facebook, YouTube, Spotify and in cinema screens.
Paul Simon, cook at Shangri-La’s Rasa Sentosa Resort & Spa
A person with mild intellectual disability shares his recipe for interacting with PwDs.
Faisal Afendoulis, guest barista behind LiHo’s ‘Ren Ren Hao’
A person with autism shakes up interactive tips for communicating with PwDs.
It’s one thing to tell, and another to show. Corporate partners were more than willing to provide over 100 platforms and touchpoints to give PwDs an opportunity to contribute in real life situations.
Different industry sectors were covered through partnerships with LiHo, Shangri-La Rasa Sentosa Resort & Spa, KFC, McDonalds, People’s Association Water-Venture and among many other enterprises.
Through these partnerships, we increased public visibility on PwDs’ contribution to society. Ultimately, driving home the message that just like anyone of us, PwDs can make a difference in their own lives and in society.
Conrad Puah-Neo, a blood donor with intellectual disability gives passionately
Michael Quek, a wheelchair user who creates lasting memories for others
Amelia Tan, a quiet person with autism found her unique voice through art
In the final phase of the campaign, we told real inspiring stories of PwDs who have gone beyond to make incredible contributions in their own ways. Using different media touchpoints to share these stories, this series of print and OOH opened Singaporeans eyes and helped them see PwDs through a new lens.
With change ignited through Celebration, Collaboration and Contribution, existing perception towards PwDs among Singaporeans was reframed. As a result, proving to the entire nation that PwDs can positively impact the community just like us, and in other ways we could have never imagined.
In a span of 2 months, the campaign changed Singapore into a small country with a big heart with 65% awareness of the need for better inclusion, 25% above KPIs typically set for public education campaigns and more than 10% shift in perception of PwDs’ abilities to contribute to society — resulting in the highest reach since the movement launched 3 years ago.
Opportunities abound regardless of PwDs or non-PwDs. There is a lot more Singaporeans can do as a nation to provide them with more opportunities and empathy. And in turn, build an inclusive society and strive towards being a graceful nation.
