Centre for Enabled Living: Let's Talk Ability

Robin Nayak and Natalie Gruis

This case study describes a campaign by the Centre for Enabled Living (CEL), an agency that works with disabled people in Singapore, which aimed to increase awareness of and contact with Singaporeans with disabilities.

Centre for Enabled Living: Let's Talk Ability

Robin Nayak and Natalie Gruis

Campaign details

Brand owner: Centre for Enabled LivingAgency: TBWA\ Singapore, MEC, TPR Singapore, Convertium PteBrand: Centre for Enabled LivingCountry: SingaporeChannels used: Internet – general, Newspapers, Public relations, TelevisionMedia budget: 500k – 1 million

Executive summary

Every year, more Singaporeans were being born and diagnosed with special needs, and more Singaporeans were reaching old age and becoming frail seniors. This is how, in 2008, the Centre for Enabled Living (CEL) was established to connect those Singaporeans to state-funded...

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