SINGAPORE ASSOCIATION OF THE VISUALLY HANDICAPPED Film BLIND. FAITH. by Euro Rscg Singapore

BLIND. FAITH.

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Industry Charities, Foundations, Volunteers
Media Film
Market Singapore
Agency Euro Rscg Singapore
Released May 2012

Awards

Spikes Asia 2012
Promo & Activation Event & Field Marketing Bronze

Credits & Description

Advertiser SINGAPORE ASSOCIATION OF THE VISUALLY HANDICAPPED
Product PUBLIC SERVICE
Entrant EURO RSCG SINGAPORE, SINGAPORE
Type of Entry Sales Promotion: Use of Media
Category Event & Field Marketing
Title BLIND. FAITH.
Sales Promotion/Advertising Agency: EURO RSCG SINGAPORE, SINGAPORE
Adrian Sim Euro RSCG Copywriter
Candice Tang Euro RSCG Art Director
Farizal Akramhan Euro RSCG Art Director
Darius Shah Euro RSCG Editor
Audrey Yap Shooting Gallery Asia Producer
Grace Chung Shooting Gallery Asia Producer
Leollyne Teng Shooting Gallery Asia Producer
Adrian Quek Shooting Gallery Asia Director of Photography
Mohd Fazrin Bin Mohd Affendi Shooting Gallery Asia Director of Photography
Victor Ng Euro Rscg Chief Creative Officer
Kelvin Lim Euro Rscg Associate Creative Director
Victor Ng Euro Rscg Copywriter
Kelvin Lim/ Euro Rscg Art Director
Farizal Akramhan Euro Rscg Editor
Eugene Chong Euro Rscg Technology Director
Chris Loo Shooting Gallery Asia Producer
Lam Yiren Shooting Gallery Asia Director
Abdul Hisham Bin Abdul Muin Shooting Gallery Asia Directors Of Photography
Eric Ng Shooting Gallery Asia Photographer
Joel Ng Euro Rscg Production Director
Describe the brief from the client:
The Singapore Association of the Visually Handicapped (SAVH) was facing two interlinked problems: (1) The public subtly discriminates against the visually impaired as they are perceived to be incapable of integrating with the society. (2) Conversely, the visually impaired generally feel a lack of self-confidence to be useful members of the society. These perceptions cannot be further from the truth and SAVH wanted to take a definitive step to debunk them
Describe how the promotion developed from concept to implementation:
Our insight is blindingly simple: if one cannot see, he hears much better – and that makes him a better listener than those who can see. For the visually impaired, this idea turned their handicap into an asset. We trained 12 visually impaired members of SAVH to become counsellors and set up a phone and home counselling service to the general public – who are oblivious that they were being counselled by someone with a devastating disability.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The success of the campaign is best measured by the reactions of those who contemplated suicide and sought counselling. After face-to-face sessions, many were humbled and inspired by their disabled counsellors’ courage to live on. In just one month, our unique counselling service has helped over a hundred people find their way and will to live. But nothing beats having the visually impaired being seen in a completely different light.
Explain why the method of promotion was most relevant to the product or service:
It is widely known to people that the visually impaired have a more acute listening ability. By making them listeners to people with problems, we allow them the opportunity to be visible to society and relevant to a very pressing societal problem – a year-on-year increase in suicides. The idea of the visually impaired as counsellors? It is a world-first.