SAVH // Blind.Faith.
Objective
The Singapore Association of the Visually Handicapped (SAVH) was facing two interlinked problems. Firstly, the public subtly discriminates against the visually impaired as they are perceived to be incapable of integrating with the society. Secondly, 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.
Idea
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.
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.
Target Audience
This is a public service campaign aimed at two segments of target audience: the public at large and the visually impaired. We wanted to change the public's misconception that the visually impaired can be useful to society, and to achieve that, our campaign needed to appeal to the visually impaired to take the first step to become trained as counsellors and befrienders.
