MINDS has unveiled its latest public education campaign, “My Way,” aimed at fostering a deeper understanding and appreciation of Persons with Intellectual Disabilities (PWIDs). The campaign, launched on 25 February, seeks to challenge societal perceptions and celebrate the unique journeys of individuals within the PWID community.
The campaign features the inspiring stories of Muhammad Ramlee Bin Jamal, Johannes Cheong, and Anna Ow, each of whom embodies resilience and determination. Ramlee, 23, works as a health attendant at Peacehaven Nursing Home, where his dedication and compassion have made a significant impact. Anna, 19, is a retail staff member at Heartlands@Singapore Polytechnic, thriving in her role with the support of her family and community. Johannes, 29, a retail associate at Uniqlo, is also a celebrated badminton player and advocate for inclusivity.
MINDS, in collaboration with Ruder Finn Asia, has crafted a narrative that highlights these individuals’ contributions to society. The campaign includes videos, key visuals, and a refreshed “Our Stories” section on MINDS’ website. Publicity partners such as SMRT, CapitaLand, and the National Library Board support the initiative through various platforms, including bus wrap advertisements and digital posters.
Kelvin Koh, CEO of MINDS, emphasised the campaign’s goal: “By sharing stories, we hope to foster understanding, promote empathy, and bridge the gap between PWIDs and the wider community.” As Singapore celebrates its 60th year, MINDS invites the community to join in building a more inclusive nation through inclusive hiring practices, volunteering, and supporting social enterprises.
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