Blind. Faith.
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.
We stumbled upon a blindingly simple insight: if one cannot see, he hears much better – and that makes him a better listener than those who can see.
Stemming from this insight, Blind. Faith. turned the handicap of the visually impaired into their asset. With the launch of this campaign, we aimed to train the visually impaired as counsellors over the phone and face-to-face. Callers were oblivious that they were being counselled by someone who is visually impaired.
The campaign was recognised at most of the biggest local and international award festivals, including Cannes Lions, Spikes Asia, CCA, and New York Festival amongst others.