The Centre for Enabled Living (CEL) has launched "LivEnabled Campaign 2012" in order to change the mindset of the public towards those who need assistance.
The campaign celebrates the capabilities of these people, in hopes of promoting an inclusive society where such individuals are integral and contributing members.
The first phase of the campaign will roll out from October 2012 to March 2013. It will run on TV, print, radio, and OOH mediums. There will also be a campaign microsite.
The awareness phase of the campaign was conceptualised and developed for CEL by a consortium led by TBWA and includes TPR and Convertium. MEC was the media agency in charge. The account was awarded earlier in August.
The TVC features 58-year-old Thomas Yong (pictured), who has won international recognition for his bowling prowess, despite being totally blind. It showcases him at the bowling alley which goes into darkness but results in Yong scoring a strike nonetheless.
The awareness phase will be followed by a number of initiatives collaborating with different communities including caregivers, the sporting community, youths and other related industries .
"We tend to take ability for granted in able-bodied people, but focus on the disability when it comes to the less-abled. So for the awareness phase of the campaign, we want to change the way we see things - from what we cannot do to what we can," Henry Quake, chief executive of CEL said.