McCann Worldgroup Singapore highlights hidden disabilities with a spotlight on autism via Mastercard’s #AcceptanceMatters campaign

Globally, 1 in 6 people live with a disability, with up to 80% having a non- visible disability like autism, dyslexia, or dementia1. Here in Singapore, approximately 26,000 people, including over 5,000 under age 20, are on the autism spectrum2. Despite its growing prevalence, with more than 1 in 100 children being diagnosed with the condition at 18 months3, misinformation and lack of education about autism persist, making life challenging for those affected and their caregivers.

To address this, and as part of Mastercard’s commitment to driving inclusion for persons with disabilities (PwD), the payments technology company has extended its support to persons with invisible disabilities, starting with an awareness campaign to spotlight autism acceptance in Singapore. Launched in partnership with Hidden Disabilities Sunflower (HDS), St. Andrew’s Autism Centre, HSBC, and Frasers Property Singapore, the #AcceptanceMatters campaign, created by McCann Worldgroup Singapore, aims to raise awareness of autism by emphasizing real-life stories of persons with autism, addressing the existing gap in empathy and understanding to drive acceptance and foster a more supportive community.

Similarly, HDS has been driving awareness and understanding of hidden disabilities by using a distinctive sunflower on wearable items like lanyards and pins. By wearing the Sunflower, individuals signal that they might need extra help, understanding, or more time. In Singapore, Mastercard will sponsor and support the distribution of HDS wearables through St. Andrew’s Autism Centre. These wearables will also be progressively distributed at HSBC branches and offices. Additionally, HSBC is extending its global support of HDS to Singapore by training its customer-facing staff at branches.

“The beauty of the #AcceptanceMatters campaign is its collective effort, as Mastercard has brought together a strong coalition of like-minded organisations. This collaboration allows us to make a bigger impact, normalizing conversations around disability and inclusion, while driving greater empathy and allyship, crucial ingredients for an inclusive culture. Through this campaign, Mastercard aims to demonstrate that a world where everyone is accepted is truly priceless,” said Julie Nestor, Executive Vice President, Marketing & Communications, Asia Pacific, Mastercard.

To contextualize and capture the perspective of people living with autism, a campaign website has been created https://www.saac.org.sg/acceptancematters, providing a platform which features stories of people living with autism and their caregivers. Special filmic effects and sound design have been applied to the site content to further contextualize the viewing experience, embodying the heightened sensorial world which persons with autism may experience.

Paul White, CEO of Hidden Disabilities Sunflower, said: “Many individuals with hidden disabilities face challenges in their everyday life, such as sensory sensitivities, communication barriers, and navigating public spaces, all of which significantly impact their daily lives and place additional strain on them, their caregivers and families. As such, the globally recognised Hidden Disabilities Sunflower is the perfect symbol to support this campaign, which seeks to normalise the conversations around disabilities and driving inclusion, is both timely and important.”

Community partner St. Andrew’s Autism Centre has provided valuable expertise in shaping and conceptualizing the campaign, offering insights to the needs of the neurodivergent community and their caregivers. “By focusing on real-life stories of persons with autism, the campaign aims to directly influence the community’s perception of autism to create a more supportive atmosphere by normalizing allyship and conversations around disability and inclusion.” said Bernard Chew, CEO of St. Andrew’s Autism Centre.

As part of HSBC’s ongoing efforts to promote financial inclusion and accessibility, the bank is progressively rolling out the Hidden Disabilities Sunflower programme across its branches and offices in Singapore. This initiative is designed to support customers and employees with non-visible disabilities.

“We are dedicated to ensuring that individuals with non-visible disabilities feel supported and respected,” said Ashmita Acharya, Head of Wealth and Personal Banking, HSBC Singapore. “By training our colleagues to recognize the Sunflower symbol and providing physical wearables such as lanyards, bracelets, and pins, we’re giving people the tools to discreetly indicate when they need assistance. Our aim is to foster a more inclusive and welcoming environment for everyone.”

As part of the campaign, Frasers Property Singapore, the largest suburban retail mall owner and operator locally, will serve as the official media partner, promoting empathy and acceptance of neurodivergent individuals on the autism spectrum at its retail and commercial properties. Additionally, the organisation has launched an industry-first ‘Inclusion Champions’ programme, providing over 1,000 hours of inclusivity training for frontline employees and tenants to enhance support for persons with disabilities. To further this commitment, it has introduced a ‘Calm Hours’ initiative to 79 retail outlets to date, offering sensory- friendly environments by reducing noise and dimming lighting for individuals with sensory sensitivities.

“Empathy with persons on the autism spectrum begins by acknowledging that everyone experiences the world in their own unique way. By investing the time to understand their challenges and perspectives, we can cultivate an environment where they feel valued and supported. As our retail and commercial properties serve as vital community hubs and gathering places, we want to enhance the understanding and acceptance of individuals with special needs. Inclusion is central to our engagement with the communities we serve, and we are dedicated to fostering greater inclusivity for all,” said Soon Su Lin, Chief Executive Officer, Frasers Property Singapore.

McCann Worldgroup is the creative agency behind the campaign and has long collaborated with Mastercard on their “Priceless” platform.

“It was a pleasure to collaborate with Mastercard and our partners at St Andrew’s Autism Centre and Hidden Disabilities Sunflower on this campaign. #AcceptanceMatters is a powerful truth and idea that will create a more inclusive world for people with autism and their caregivers, authentically told by those who live it every day. Working on this campaign to raise awareness of autism and hidden disabilities has been an incredibly fulfilling journey, as we call for empathy and support for all those who navigate invisible hurdles,” commented Valerie Madon, Chief Creative Officer, McCann Worldgroup Asia Pacific.