SPD tackles the underemployment of PwDs head on with candid interview

SPD is tackling the underemployment of Persons with Disabilities (PwDs) in Singapore with a heartwarming new campaign and video.

In the video, Athirah, an employee at the SPD Contact Centre, sits down with Dennis Lui, chief executive, VITAL (Ministry of Finance) to interview him on his experience as an employer of someone with disabilities.

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Although PwDs may have previously featured in campaigns aimed at spotlighting their contributions to society, these unsung heroes often find themselves overshadowed by the clientele.

In a thought-provoking twist on the usual status quo, the campaign video was conceptualised to subvert societal norms by conferring authority to the employee. This showcased Athirah’s eloquence, demonstrating her confidence that counters any preconceived notions associated with her disability.

Instead of turning to the usual storylines to appeal to emotions or humor, the team decided on a functional approach that would highlight the practical capabilities of PwDs and how they can contribute to businesses across Singapore.

In the interview, Athirah asks Liu what some common misconceptions are when hiring a PwD staff.

“I think many employers focus on what the persons with disabilities cannot do, rather than what they can do. But in reality, all of us are unique individuals with great talents and we can bring a lot to the table,” said Liu.

Athirah then went on to ask more questions such as how Liu assessed that she was up to the job and if he regrets hiring her. 

Lui provided candid insights from an employer's perspective, communicating the confidence he placed in Athirah and her service. If a department of the Ministry of Finance, which supports Singaporeans daily, can entrust its needs to the SPD Contact Centre, then smaller enterprises and multinational corporations alike can surely follow suit, SPD said. 

Athirah exemplifies such talent discovered at the SPD Contact Centre. Born with low vision due to Retinitis Pigmentosa, she plays an instrumental role in handling email queries from stakeholders across more than 100 ministries, as part of the VITAL pilot project.

To complete her daily tasks, Athirah utilises alternative methods and assistive technology, ensuring precision and efficiency. Approaching each day with a readiness to learn, she continually seeks novel ways to enhance her capabilities in the workplace.

Athirah’s accomplishments serve as a testament to the potential for excellence within each individual, irrespective of any prejudiced notions concerning her disabilities, SPD said. 

“I feel happy because this [campaign video] gives the opportunity to educate people, to show that Persons with Disabilities can also work in the customer service industry, and at the same time shows how we overcome the challenges when we are doing our day-to-day jobs,” said Athirah.

These days, ESG (environmental, social, and governance) isn’t just a corporate buzzword. However, while companies are becoming increasingly aware of their environmental footprint, the ‘S’ in the acronym is often forgotten, said integrated branding and marketing solutions agency ABrandADay which worked with SPD on the campaign.

It added that by dismantling barriers hindering the employment of PwDs, the agency hopes to impact business objectives on both ends, all while doing good.

“It has been a pleasant experience working with the ABrandADay team. They even went the extra mile of coming down to interview the candidates. I can see that they are passionate, and they believe in what they’re doing. They believe in this inclusive hiring, of empowering Persons with Disabilities,” said Jonathan Thio, head of social enterprise development at SPD.

“I think their voices deserve to be heard. That really formed the philosophy of how we even crafted the script, because the truth is, they don’t feel sad for themselves. Why should the world feel different?” added Nafe Tong, chief creative officer at ABrandADay.

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