Singapore – SG Enable has unveiled its new public education campaign “Would You Care?” under the i’mable initiative, created with independent agency GERMS Digital.
The campaign calls on Singaporeans to look beyond first impressions of disability and embrace authentic connections with persons with disabilities.
The 60-second film directed by Winfred Kwan captures familiar scenes such as ordering coffee, waiting for a bus, and attending workplace meetings.
Viewers first notice mobility aids and assistive devices, but the film shifts perspective to highlight the warmth of simple interactions—from shared smiles to listening moments—that foster respect, understanding, and belonging.
Francis Tan, chief executive officer of GERMS Digital, said the campaign is rooted in real experiences.
“More than a question, “Would You Care?” is a simple reminder of our shared humanity and our capacity to embrace the common aspirations we hold,” Tan described.
The film will run on i’mable’s social media channels and be distributed through Mediacorp, SPH Media, and out-of-home platforms including Go-Ahead, SMRT and Ten Square.
To deepen impact, the campaign will also feature co-created social content that equips the public with practical knowledge to engage confidently and respectfully with the disability community.
“Rather than prescribing what disability inclusion should look like, our creative approach draws on real stories from the disability community, capturing those powerful moments when someone moves from passive observation to positive action,” Tan emphasised.
