MINDS inspires inclusion of people with intellectual disabilities in empowering campaign

MINDS has launched a public education campaign titled "My way" to raise awareness, foster understanding and celebrate the abilities of persons with intellectual disabilities (PWIDs).

The campaign aims to go beyond passive awareness, actively engaging with and building a society that embraces and supports every individual in the PWID community. 

As part of the campaign, MINDS is spotlighting three inspiring individuals: Muhammad Ramlee bin Jamal, Johannes Cheong and Anna Ow. Their stories highlight the power of resilience, strength of character and the transformative power of inclusion. Each of these individuals has forged a unique path to pursue their dreams and make meaningful contributions to society.

Don't miss: Mastercard puts the spotlight on autism with hidden disabilities campaign 

Ramlee is the embodiment of kindness and compassion, having developed a strong sense of responsibility and resilience after growing up in foster care alongside his siblings. With the support of MINDS’ 'Hi-Job! Job Placement' and 'Job Support' services, Ramlee secured a role as a care attendant at The Salvation Army, Peacehaven Nursing Home. There, he serves as a pillar of support, going above and beyond to assist therapists and provide emotional support to elderly residents.

Meanwhile, Ow, an ITE graduate now works full-time as a retail assistant, with the dreams of owning a BTO flat in the future. Cheong, on the other hand, is an ambassador of the 'Our lives, our voices' self-advocacy programme. He also works at a retail company and is a badminton enthusiast with aspirations of competing in the next Paralympic Games.

At the heart of "My way" are storytelling and creative outreach efforts in which MINDS seeks to challenge societal perceptions and build connections with the PWID communities. 

The campaign will span multiple platforms for maximum impact and visibility, including a revamped 'Our stories' section within MINDS corporate website, bus wrap advertisements on SMRT services 972, 61 and 67 to raise as well as a wall mural and digital posters at selected bus interchanges and at all libraries. 

“At MINDS, we are deeply committed to advocating for inclusion,” said Kelvin Koh, chief executive officer of MINDS.

"This campaign embodies our vision of a society where everyone, regardless of ability, is valued and heard. By sharing stories, we hope to foster understanding, promote empathy and bridge the gap between PWIDs and the wider community. We invite everyone to join us on this journey towards
a more inclusive Singapore," added Koh. 

“At Peacehaven Nursing Home, we believe that persons with intellectual disability have the potential to contribute to our society. The "My way" campaign not only highlights their unique talents and aspirations but also inspires others to join us in fostering a more inclusive community,” said Stephen Goh, executive director, The Salvation Army Peacehaven.

“We are proud of Ramlee. His efforts have made significant impact, inspiring both residents and staff alike. We remain dedicated to excellence in care and inclusivity in hiring," added Goh.

MINDS is a social service agency serving PWIDs, caregivers and their families across life stages. Most recently in November 2024, it reopened the MINDS IDEA Employment Development Centre (IEDC) under a new name - MINDS Regional Hub in Hougang - together with a revamped post-18 service model. 

The one-stop person-centered approach offers an expanded range of tailored services to support the diverse needs of its clients and a holistic and supportive environment to enhance the well-being of PWIDs. 

In tandem, the revamped post-18 service model aims to improve accessibility to services where PWIDs and caregivers no longer need to travel long distances and can choose the MINDS Hub nearest to their residence to receive the services they need. 

The programmes are progressively rolled out from 1 April 2025. 

Related articles: 
AIC celebrates vibrancy of seniorhood in inspiring SG60 campaign 
Astro launches inclusive campaign, improves streaming for the visually impaired  
JBL Quantum elevates gaming for the visually impaired