SPD 60th Anniversary Campaign

The Brief
In celebration of SPD’s 60th anniversary, we were tasked to create a campaign to raise awareness about disability inclusion in Singapore. The campaign should reflect on the evolution of accessibility and inclusion for the physically disabled, honoring the past, acknowledging the present, and inspiring the future.

The concept should stay true to SPD’s brand and legacy—highlighting its journey, achievements, and the progress of society in embracing people with disabilities.

The Idea
To mark SPD’s 60th anniversary, our concept visually contrasts the past and present to highlight Singapore’s evolving journey toward disability inclusion.

"Then and Now: 60 Years of Moving Forward"

At the heart of the creative is a black-and-white photograph from 1964, worn, with soft corners and subtle scratches which symbolizes the struggles and limitations faced by persons with disabilities in the early days.

This old image is overlaid against a vibrant 2024 scene, showing the progress we've made in accessibility, opportunity, and inclusion.
The contrast tells a powerful story: how far we've come, and how much further we still need to go.

It’s a reminder that even after six decades of change, the work isn’t over, in fact, it’s just beginning. By reflecting on the past, we pave the way for a more inclusive future.