=ability campaign

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areas : Campaign Pitch

client : National Council of Social Service

roles : Concepts Development, Art Direction, Design, Visualization and Brand Overview
writer: Rachel Chew co-art: Ferooze Tabrani cd: Francis Ooi and Chris Lim

The team was invited to a pitch for NCSS awareness campaign for Persons with Disabilities (PwDs). The brief was to build empathy, promote an inclusive community, and educate on etiquette. The strategy is an attempt to shift the apathetic to be positive by bringing PwDs abilities in the workplace to the forefront in the media. Instead of a government campaign with one big burst, the team propose to create a ground up movement from the PwDs. They live, play and work among us. In talent, skill and passion they are equal in ability. We want to bring them together with companies and community to shift the equation. From their usual message of ‘We are able’ to ‘Together we are able’. From ‘disability’ to ‘equal ability’. A brand identity was created with purple representing disability awareness. The equal symbol crosses out ‘dis’ in disability to turn it into ability. Working with corporations, the launch campaign celebrates the abilities of PwDs. Nothing is said about their disability, beyond what is shown visually. Instead, we hear about their passion, their talent and their skills.