SG Enable - "UnAwkward"

TBWA\Singapore

TBWA\Singapore Singapore, Singapore

2879

This ad is part of the ACT Responsible Collection

Brand: SG Enable
Country: Singapore

Advertiser: SG Enable

Title	UnAwkward
Agency	TBWA\Singapore
Campaign	UnAwkward
Advertiser	SG Enable
Brand	SG Enable
Date of First Broadcast/Publication	2023 / 6
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Philosophy	SG Enable launches ‘UnAwkward’, an 80-second film, aimed at raising awareness of social barriers for persons with disabilities in Singapore. The film is part of SG Enable’s i'mable (read “I’m able”) public education initiative, which celebrates and encourages the recognition of different abilities. The film’s intent is to reduce the stigma around persons with disabilities and embrace everyone as neighbours, co-workers, and friends. Created in collaboration with production agencies SixToes TV and Abundant Productions, the film provides a glimpse into interpersonal experiences faced by persons with disabilities in society, which often end in unnecessary unawkwardness. The film’s sombre beginning quickly takes a surprising light-hearted and humorous turn, with everyday life scenarios depicting the awkwardness transpiring between people when they first meet persons with disabilities. The film captures the uncomfortable ‘where to look’ awkwardness, many face when not knowing how to approach persons with disabilities. Each situation portrays an unexpected icebreaker, illustrating how easy awkward situations can quickly become unawkward. And ending this awkwardness is key to improving inclusivity at the workplace, in schools and within our communities. A sneak preview of the film was screened at SG Enable’s 10th Anniversary Dinner in May this year, receiving a very positive reception from the 600 guests present across different sectors.
Media Type	Social Media
Length	80 seconds
Production Company	SixToes.TV
Production Company	ABUNDANT Productions
Executive Creative Director	Asheen Naidu
Assistant Creative Director	Kooichi Chee
Senior Copywriter	Akanksha Nair
Art Director	Danielle Tong
Junior Art Director	Amirul Daniel
Creative	Kym Ong
Group Brand Director	Cherylene Chew
Brand Director	Madonna Koh
Brand Executive	Kira Satwant
Executive Producer & Head of Production	Sariyanti Sannie
Producer	Mona Chua
Producer	Joelle Goh
Producer	Faris NurHakim