SG Enable unveils campaign promoting inclusivity for the differently abled

Singapore disability services and support organisation SG Enable has put out “UnAwkward”, an 80-second film aimed at raising awareness of social impediments for the differently abled in Singapore.

The film aims to reduce the stigma surrounding the differently abled and accept everyone as they are, be it neighbors, co-workers or friends and is an extension of SG Enable’s I’mable (read as “I’m able”) public education initiative, which acknowledges and proactively stimulates the recognition of different abilities.

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Production agencies SixToes TV and Abundant Productions collaborated to create the film which provides snippets of interpersonal experiences faced by the differently abled in society that frequently end in unnecessary awkwardness.

The film’s sombre beginning though quickly took a light-hearted and humorous turn when day-to-day life scenarios portraying the awkwardness between people during an initial meeting with someone who is differently abled begin. 

"UnAwkward"

Additionally, “UnAwkward” highlights the uncomfortable ‘where to look’ awkwardness many may experience when unsure of how to approach the differently abled, said TBWA. Each scenario portrayed an unanticipated icebreaker, showing that awkward situations can quickly become 'unawkward'.

Elaborating more on the motivations behind “UnAwkward”, Asheen Naidu, executive creative director of TBWA\Singapore said, “Using the power of humour and role reversal, the ambition of the film is to encourage Singaporeans (who are perhaps unsure) to reach out to persons with disabilities.”

“This campaign is one of our many steps for advocating change in individual and societal attitudes towards persons with disabilities. We deliberately used humour to break down invisible barriers, shift perceptions and normalize differences, reminding everyone that shared laughter unites and bonds us all,” added Chia Ai Ling, director of communications and community engagement at SG Enable.

A sneak preview of the film was screened at SG Enable’s 10th anniversary dinner last month to the 600 guests present, according to TBWA. 

“As a person with disability, the message of this film was extremely important to me on a personal level. Together with everyone, I hope for us to take action and overcome social barriers, creating an even stronger and cohesive Singapore society,” said Bertrand Lee, director of Abundant Productions.

The campaign comes shortly after TBWA\Asia promoted managing director Mandy Wong to president of its Singapore operations after Ara Hampartsoumian resigns as CEO. Meanwhile, TBWA\Singapore ECD Andy Grant, who has been with the team since 2019, also left the agency.

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