Smile Asia gala showcases ‘Unplayable Toys’ to raise awareness on cleft condition challenges

Singapore – This year’s Smile Asia gala, held to raise funds for life-changing surgeries, confronted guests with the daily challenges of children with cleft lips and facial deformities through its ‘Unplayable Toys’ installation.

The installation featured items such as the ‘Unpacifier’, ‘Jigsaw Jumble’ and ‘Sip-and-Spill Cup’—toys deliberately made impossible to use. The display aimed to give attendees a sense of the frustrations faced by children who struggle to play due to their conditions.

“When you can’t play with a toy because of your body, you feel broken. That’s the heartbreaking reality of daily life for many children with cleft conditions – which our patrons now better understand,” said Abimanyu Talukdar, secretary-general at Smile Asia.

_{The Prime Minister of Cambodia and Singapore’s Minister for Foreign Affairs viewing the ‘Unusable Toys’ exhibit. (Photo: Smile Asia)}

The initiative was developed in collaboration between DDB Group Hong Kong and Miami Ad School, allowing young creatives to contribute under the guidance of industry mentors.

“This project is proof of the power of creativity to drive real change – especially when young talent is given the right brief and the right cause,” shared Alejandro Canciobello, regional executive creative director at DDB Group Hong Kong. 

Bernardo Geoghegan, partner and director at Miami Ad School, added, “This initiative shows our students the breadth of opportunity out there, the value of their creativity, and the impact they can make, even as students, on real lives.”

During the event, a humanitarian award was also presented to the First Lady of Cambodia, and attendees were invited to donate and help spread Smile Asia’s message.

Smile Asia continues to seek support to provide more children with access to surgery.