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 only 1 in 25 Singaporeans would 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.

unawkward campaign

CLIENT: SG ENABLE

Main campaign film were launched.

BTS of campaign film.

Out-of-homes print ads called out the ridiculousness of the member’s of public’s awakwardness towards PwDs.

We held interviews with people with disabilities and noted down awkward instances which they had previously encountered, and populated their responses on Instagram.

We also populated the pledges that the members of public made towards people with disabilities made on Instagram.

We did educational social contents with a light hearted twist, such as getting people with disabilities and get them to talk about what they wish the public would ask them instead.