Despite being one of the most progressive countries in disability inclusion, research revealed a harsh reality in Singapore: 6 in 10 persons with disabilities (PwDs) feel socially excluded and unable to contribute in meaningful ways. Further studies showed that 1 in 25 Singaporeans would not initiate a conversation with a PwD, citing awkwardness as the main barrier—an issue that directly affects their integration across communities, workplaces, and schools.

To address this, SG Enable, an agency for disability inclusion and education in Singapore, set out to disrupt the category by using humour to empower PwDs to turn the tables and help #UnAwkward Singapore.

The #UnAwkward campaign used humour to surface an uncomfortable truth—and reframed the solution as one that lies with those without disabilities. Anchored by a film featuring real PwDs in authentic everyday situations, and supported by engaging Instagram and TikTok content, the campaign turned an often-avoided topic into one Singaporeans felt comfortable engaging with.