SPD Partners with Societal to Continue Un-labelling People With Disabilities

SPD Partners with Societal to Continue Un-labelling People With Disabilities. One of the greatest barriers people with disabilities face is the attitudes of other people in labelling them.



SINGAPORE, 26 November 2020 – SPD is a Singapore charity which was set up to help people of all ages with disabilities to maximise their potential and integrate them into mainstream society.

However, one of the greatest barriers people with disabilities face is the attitudes of other people in labelling them. This led to the creation of the “UNLABEL” campaign.

This campaign is due to receive new focus this month with the launch of a new SMRT poster campaign (refer to Annex) and social media posts, all developed by Societal in Singapore. The campaign, which runs from 26 Nov to 23 Dec, has been launched in conjunction with the International Day of Persons with Disabilities, which falls on 3 Dec.

The new ads, photographed by Dominic Phua from Studio Daydream, feature four real individuals with disabilities, with headlines that directly challenge others to examine their own attitudes towards them and what they perceive them as being capable of doing.

This is in keeping with SPD’s aim of promoting inclusion and acceptance of people with disabilities, to realise its vision of an inclusive community where everyone is part of it, not apart from it.

Mr Abhimanyau Pal, Chief Executive Officer of SPD, said, “Promoting the understanding of disability is important. If mindsets don’t change and if people with disabilities don’t feel included in the community, it will be challenging to break down social barriers among persons with and without disabilities. UNLABEL aims to bring the message of defying disability stereotypes to the public and we are grateful to Societal for working with us to reinforce that message through its sharp creative ideas and production expertise. With this effort, we hope to see more focus on the abilities of individuals, rather than their disabilities—paving the way for greater inclusion of people with disabilities in our society.”

Mr Kevin Geeves, founder and Creative Director of Societal, said, “It was a privilege to work with SPD on this campaign. I think we take so much for granted in our lives, and it was great to be able to work with the champions of this campaign. I hope the posters and social media posts we’ve created help to address some of the issues people with disabilities face every day and continue to raise awareness of the importance of unlabelling them.”

For more details about SPD and the work they do, visit https://spd.org.sg/

About SPD
SPD is a charity in Singapore that seeks to enable people with disabilities of all ages to be as independent and self-reliant as possible so that they can participate in school, work and daily life within mainstream society by providing rehabilitation, employment and educational support service.

About Societal

Founded in Singapore in 2015, Societal is a boutique creative agency that combines broad thinking, sharp creative ideas and production expertise to solve our clients’ business problems. Our approach is shaped by our mantra: “Be short, be simple, be human.”



Melissa Tan

Senior Executive

Community Partnerships

Tel: 9835 7393

Email: Melissa_TAN@spd.org.sg



Kevin Geeves

Founder & Creative Director

Tel: +65 98303247

Email: kevin@societal.com.sg