The National Council of Social Service (NCSS), together with McCann Worldgroup Singapore, has collaborated with corporate and community partners to celebrate the contributions of persons with disabilities in society.
There are three main elements to this collaboration - the launch of products designed by persons with disabilities, an original song “Fire in The Rain” featuring singers, musicians, and dancers with disabilities in its music video, and campaign videos showcasing four ambassadors with disabilities and their contribution to society.
According to a study conducted by NCSS, 6 in 10 persons with disabilities do not feel that they are included, accepted or given opportunities to contribute and achieve their personal potential. Thus, now in its third year, NCSS’ campaign “See the True Me” aims to change public perceptions towards persons with disabilities by connecting local and international brands with community partners to share testimonies of employed persons with disabilities and persons with disabilities who are contributing to society in their own ways.
In the first element, McCann and NCSS enabled a partnership between bubble tea chain LiHO TEA and Faisal, a guest barista with autism, to create a special drink “RenRenHao” that is made available in 15 of its outlets. Amelia, an artist-in-training with Very Special Arts Singapore, designed an exclusive cup sleeve for the drink. Her artwork is also featured in a concept outlet in Cathay Cineleisure, which will be staffed by persons with disabilities.
A partnership with KFC was established as well to deliver tips for consumers when they are interacting with persons with disabilities. These interaction tips were printed on specially-designed meal tray mats (pictured) featured across its outlets. McCann and NCSS also worked with Paul Simon from Shangri-La's Rasa Sentosa Resort & Spa, a cook with special needs, on a recipe video that promotes interaction with persons with disabilities.
The second element sees the creation of an original song “Fire in The Rain” composed by local singer-songwriter Don Richmond, with rap lyrics by local rapper, ShiGGa Shay. The song is made available on Spotify and has a music video directed by renowned local filmmaker Royston Tan produced along with it. The music video featured singers, musician, dancers and a 100-strong inclusive choir with and without disabilities, and can be seen on Facebook, YouTube, and on the screens of cinemas in Singapore.
The music video has garnered over 19,032 views on YouTube since its upload in February this year.
The third element of the campaign showcases four ambassadors with disabilities and their contribution to society, together with the people who believed in them. These ambassadors include blood donor Conrad Puah Neo with his father, and manager Michael Quek with his mentor. Their stories are running on print, digital, broadcast, social and outdoor channels.
Corporate partners such as Adrenalin Group, KFC Singapore, McDonald’s Singapore, OUE Social Kitchen, together with public agencies including the National Library Board, North East Community Development Council (CDC), and People’s Association Water-Venture also provided over 100 platforms and touchpoints to promote inclusion in their respective areas. This comes in the form of inclusive creation of products and services, adopting inclusive hiring practices, and organising inclusive activities to create more participatory opportunities for persons with disabilities.
“We are privileged to have worked on this social inclusion effort. It’s crucial for the public to recognise that persons with disabilities do contribute meaningfully to society, and we all have an important role in providing even more opportunities to leverage special talents at work, in schools and for the community,” said Alfred Wee, creative director of McCann Worldgroup Singapore.