SG Enable urges Singaporeans to look beyond disabilities

SG Enable, in collaboration with GERMS Digital, has rolled out a new public education campaign titled “Would you care?” to encourage Singaporeans to look beyond disabilities and see individuals for who they are.

At the heart of the campaign is a 60-second film inspired by the lived experiences of persons with disabilities. Directed by Singaporean filmmaker Winfred Kwan, the film depicts everyday moments such as workplace meetings, coffee runs, and bus stop waits.

These scenes feature mobility aids and assistive tools, but with the individuals themselves rendered invisible in the crowd, highlighting how disabilities often overshadow the person.

Don't miss: Yeo’s backs para-athletes in new Singapore Disability Sports Council partnership

The narrative then shifts to show how small gestures of empathy, such as a smile or a listening ear, can spark genuine connections. The film closes with persons with disabilities interacting with others, underscoring the importance of inclusion.

The campaign will run across SG Enable’s social channels, and is being amplified through partners including Mediacorp, SPH Media, and out-of-home platforms such as Go-Ahead, SMRT and Ten Square.

Beyond the film, “Would you care?” will extend its outreach through social content co-created with persons with disabilities. The initiative aims to equip the public with practical knowledge and confidence to better engage with the disability community.

“The most successful campaigns don’t just capture attention, they shift perspectives. We are honoured to be given the opportunity to shape SG Enable’s new public education campaign,” said Francis Tan, chief executive officer of GERMS Digital.

He added, “Rather than prescribing what disability inclusion should look like, our creative approach draws on real stories from the disability community, capturing those powerful moments when someone moves from passive observation to positive action. More than a question, “Would you care?” is a simple reminder of our shared humanity and our capacity to embrace the common aspirations we hold.”

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.

The campaign sits alongside other recent initiatives driving disability awareness, including MINDS’ “My way” campaign.

The initiative aims to move beyond passive awareness by actively engaging society to embrace and support every individual in the PWID community. As part of the campaign, MINDS is spotlighting three individuals, Muhammad Ramlee bin Jamal, Johannes Cheong, and Anna Ow, whose stories highlight resilience, strength of character, and the transformative power of inclusion.

Related articles:   
Mastercard puts the spotlight on autism with hidden disabilities campaign 
Astro launches inclusive campaign, improves streaming for the visually impaired  
JBL Quantum elevates gaming for the visually impaired