Ending Awkwardness with Humour in SG Enable’s Latest Campaign by TBWA Singapore

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. 

“Using the power of humour and role reversal, the ambition of the film is to encourage Singaporeans (who are perhaps unsure) to reach out to persons with disabilities.” said Asheen Naidu, executive creative director of TBWA\Singapore.

“This campaign is one of our many steps for advocating change in individual and societal attitudes towards persons with disabilities. We deliberately used humour to break down invisible barriers, shift perceptions and normalise differences, reminding everyone that shared laughter unites and bonds us all,” said Chia Ai Ling, director, communications & community engagement of SG Enable.

“As a person with disability, the message of this film was extremely important to me on a personal level. Together with everyone, I hope for us to take action and overcome social barriers, creating an even stronger and cohesive Singapore society,” said Bertrand Lee, director of Abundant Productions.