McCann Worldgroup Singapore and NCSS’s campaign centres around partnerships between brands and the community to celebrate the contributions of persons with disabilities
McCann Worldgroup Singapore and The National Council of Social Service (NCSS) have partnered with corporate and community partners to create communication touchpoints, products and services celebrating the contributions of persons with disabilities in society. Speaker of Parliament and Advisor to NCSS, Tan Chuan-Jin, and Minister of State for Foreign Affairs & Social and Family Development, Sam Tan, launched the first phase of the inititiative in February, with the campaign running through to May.
Now in its third year, “See the True Me”, in partnership with the Tote Board – “Enabling Lives Initiative” aims to change public perceptions towards persons with disabilities. A key finding from the Quality of Life (QOL) study conducted by NCSS, showed that 6 in 10 persons with disabilities do not feel that they are included, accepted or given opportunities to contribute and achieve their personal potential.
McCann Worldgroup Singapore and NCSS, therefore, joined forces to connect local and international brands with community partners, to share testimonies of employed persons with disabilities and persons with disabilities that are contributing to society in their own ways.
There are three main elements to the campaign.
Firstly, the launch of specially-created products, designed by persons with disabilities, to demonstrate their unique abilities to the public and thereby change perceptions.
For example, McCann and NCSS enabled a partnership between LiHO TEA and Faisal, a guest barista with autism from the Rainbow Centre to create a special drink RenRenHao – now available at 15 outlets. Amelia, an artist-in-training with Very Special Arts Singapore designed an exclusive cup sleeve for the drink. A concept outlet in Cathay Cineleisure features her artwork, and will be staffed by persons with disabilities.
McCann and NCSS partnered with KFC as well to deliver inclusion tips on specially designed meal trays featured across their outlets. McCann and NCSS also worked with Paul Simon, a cook with special needs from Shangri-La’s Rasa Sentosa Resort & Spa on a recipe video that promotes interaction with persons with disabilities. The dish is currently featured on the hotel menu.
Secondly, an original song “Fire in The Rain”, composed by local singer-songwriter Don Richmond, with rap lyrics by local rapper, ShiGGa Shay, and a music video directed by renowned local filmmaker Royston Tan, which featured singers, musician, dancers and a 100-strong inclusive choir with and without disabilities. The song was available on Spotify and the music video was featured on Facebook, YouTube, and in Singapore cinemas.
Filmmaker Royston Tan said, “When we come together, we can achieve something special. When we are working hard with the same goal, we are not that different after all.”
Finally, the campaign showcases four ambassadors with disabilities and their contribution to society, together with the people who believed in them. These champions include blood donor, Conrad Puah Neo, with his father Clement Puah Neo, and cook Paul Simon with his mentor, chef Alvin Teng. Their stories are running on print, digital, broadcast, social and outdoor channels.
Corporate partners such as Adrenalin Group Pte Ltd, KFC Singapore, McDonald’s Singapore, OUE Social Kitchen, together with public agencies including the National Library Board, North East Community Development Council (CDC), South West CDC, and People’s Association Water-Venture also provided over 100 platforms and touchpoints to promote inclusion in their respective areas – inclusive creation of products & services, adopting inclusive hiring practices and organising inclusive activities, to create more participatory opportunities for persons with disabilities.
Alfred Wee, Creative Director, McCann Worldgroup Singapore commented, “We are priviledged to have worked on this social inclusion effort. It’s crucial for the public to recognize that persons with disabilities do contribute meaningfully to society, and we all have an important role in providing even more opportunities to leverage special talents at work, in schools and for the community.”
Senior Account Director & Strategic Planner: Fathrul Fazakir
Senior Account Manager: Lisir Chin
Account Executive: Clarissa Choo
Creative Director – Alfred Wee
Film Director / Editor / Photographer – Clayton Lai
Senior Art Director – Adrian Loo
Copywriter – Ploy Lawjindakul
Media Agency: IPG Mediabrands
PR Agency: Ogilvy