In a step towards celebrating differences and promoting a more inclusive society, SG Enable, a notable disability services and support organisation in Singapore, has recently launched “UnAwkward.” This 80-second film is a potent tool aimed at shedding light on the often overlooked social impediments encountered by the differently abled community in Singapore.
The film marks a significant extension of SG Enable’s acclaimed public education initiative, “I’mable,” pronounced as “I’m able,” which focuses on acknowledging and stimulating the recognition of varied abilities within our society. This bold move is in line with SG Enable’s mission as the first-stop agency for disability in Singapore, striving to raise awareness about disability issues and fostering a more accepting environment.
Conceptualized and brought to life through the collaborative efforts of production agencies SixToes TV and Abundant Productions, the film presents snippets of the differently abled’s interpersonal experiences. It accentuates the unwarranted awkwardness that often arises in societal interactions, spotlighting areas that require further understanding and empathy.
Despite its sombre beginning, “UnAwkward” quickly infuses humor, highlighting typical day-to-day life scenarios marked by discomfort when meeting someone differently abled for the first time. It particularly emphasizes the uneasy feeling many people experience when unsure of how to interact appropriately with the differently abled.
In an attempt to break this ice, the film depicts several unexpected icebreakers. Each situation demonstrates how awkward interactions can seamlessly transform into ‘unawkward’ ones, setting a model for society to follow.
Asheen Naidu, executive creative director of TBWA\Singapore, expounded on the motivation behind the “UnAwkward” campaign. According to him, the film uses humor and role reversal to encourage Singaporeans to reach out to people with disabilities, especially those who might feel uncertain about how to do so.
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Echoing this sentiment, Chia Ai Ling, director of communications and community engagement at SG Enable, said, “This campaign is one of our many steps for advocating change in individual and societal attitudes towards persons with disabilities. We deliberately used humor to break down invisible barriers, shift perceptions, and normalize differences, reminding everyone that shared laughter unites and bonds us all.”
Bertrand Lee, the director of Abundant Productions, who is also differently abled, expressed his personal connection to the film’s message. He hopes that the campaign will encourage collective action to overcome social barriers, thereby strengthening Singapore society’s cohesiveness.
This campaign’s launch follows TBWA\Asia’s recent promotion of managing director Mandy Wong to president of its Singapore operations. TBWA\Singapore’s ECD Andy Grant, who has been part of the team since 2019, also announced his departure from the agency.
This news is based on the marketing-interactive website.
