In an effort to break down social barriers and promote inclusivity of persons with disabilities (PwD), we created a series of ads that feature 4 real individuals with disabilities, with headlines that ask a question from their perspective: "Why do I have to be in this ad?"
By posing this question, we wanted to make people stop and think of their own perception of PwDs, and encourage society to look at their abilities and not just their disabilities.
The series of ads were launched in conjunction with the International Day of Persons with Disabilities. They could be spotted in several MRT stations across Singapore, as well as on social media. Throughout its month-long run, we encouraged passers-by on their daily commute to reflect and invited them to join the movement towards change on SPD's website.
Find out more here.
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Creative Director: Kevin Geeves, Mike Sutcliffe // Strategist: Felix Pels // Account Director: Ashley Leong // Art Director: Atiqah Ashari // Producer: Amanda Zhang // Shot in collaboration with Dominic Phua of Studio Daydream
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