CEL celebrates abilities of people needing care

As part of CEL’s mission to promote an inclusive society, the campaign, titled 'Ability', will aim to raise awareness of the abilities of people needing care. It will run for six months.

The campaign features a TVC and print, radio, outdoor and bus advertisements. It also includes a microsite.

CEL awarded a 360-degree marketing account for its public education programme on inclusiveness and enablement to a consortium of agencies led by TBWA\Singapore in August.

The consortium comprises creative agency TBWA\Singapore, independent digital agency Convertium, Group M agency MEC and public relations agency TPR.

“We tend to take ability for granted in able-bodied people, but focus on the disability when it comes to the less abled,” said Henry Quake, chief executive officer of CEL. “So for the awareness phase of the campaign we wanted to change the way we see things, from what we cannot do to what we can. Let’s start talking about ability from now on.”

The TVC debuted during Channel 8’s ‘I see you’ documentary programme yesterday. It features 58-year-old Thomas Yong, who has won international recognition for his bowling prowess despite being blind.

It showcases Yang at the bowling alley. As he moves up to bowl, the bowling alley blacks out due to a power failure. He continues and through the darkness the sound of his bowling ball hitting the pins can be heard. The crowd is puzzled and as the lights come on, the crowd turns around to see him scoring a strike.

In real life, Yong's achievements include a Gold at the 2011 ASEAN Para Games Tenpin Bowling Competition (Doubles) held in Indonesia. He also won a Silver for the Singles event.

“Thomas epitomises the ‘Let’s talk ability’ tagline of the campaign,” Quake said. “He embraces his abilities and reflects the attitude and determination that makes him a good role model for the persons needing care in Singapore society.”

The first phase of the campaign will then be followed by a number of spin-off initiatives reaching out and collaborating with different communities including caregivers (via the LivEnabled Showcase), the sporting community (in partnership with the Singapore Disability Sports Council), youth (in partnership with Singapore Therapeutic, Assistive & Rehabilitative Technologies Centre) and other related industries (via Rehab Tech Asia 2013).