MINDS Public Education Campaign – MY WAY
Congratulations to MINDS and their communications partner, Ruder Finn Asia, for receiving the prestigious PRISM Award (Distinction) for Outstanding Campaign by a Non-Government Organisation or a Not-for-Profit Organisation.
Their winning effort, the ‘My Way’ campaign, successfully employed an omni-channel strategy to spotlight the stories of persons with intellectual disabilities (PWIDs) and actively reframe the conversation around disability and inclusion in Singapore.
The Objective: Reframing Disability Through Personal Stories
The aim of the My Way campaign was to drive public education and foster an enduring commitment to creating an inclusive community.
The campaign’s success was built on a clever narrative strategy: focusing on the experiences and aspirations of PWIDs, rather than the disability itself.
- Core Message: PWIDs have dreams, pursue personal journeys, and can inspire others.
- Narrative Focus: Weaving powerful, lived experiences to show how PWIDs can live independently and pursue their aspirations with the right support.
- Impact on PWIDs: By celebrating their individuality and elevating their personal stories, the campaign encourages PWIDs to embrace their aspirations and take pride in their identities.
Meet the Faces of My Way
The campaign showcased three "hero profiles" whose authentic stories generated an immediate emotional connection with the public:
Ramlee is a dedicated Care Attendant who finds deep meaning in caring for his patients. Anna is focused on building a self-sufficient future, working steadily towards her goals. Both Anna and Johannes are self-advocates with Our Lives, Our Voices at MINDS – with Johannes especially committed to empowering other persons with intellectual disabilities through advocacy and peer support.
Together, these stories demonstrate that PWIDs are valued, and meaningful contributors, each bringing their own strengths and motivations.
Video link: https://youtu.be/Y3SBEPa7xyc?si=IQYB8yUl_vEOVrlA
Key Learning: Strategic Storytelling Maximizes Impact (Even on a Minimal Budget)
One of the most powerful lessons from this award-winning campaign is that authentic storytelling, when paired with strategic amplification, can achieve significant reach and resonance, even on a minimal budget.
This campaign is a blueprint for non-profits seeking maximum impact:
| Metric | Result | Learning / Insight |
| Budget | Approx. $2,000 | A strategic, digitally driven campaign can achieve outsized results. |
| Total Impressions | Over 660,000 | Strategic channel use (social, OOH, PR) drives massive visibility. |
| Media Coverage | 12 pieces | Authentic storytelling that generated nearly $200,000 in earned media value. |
| Content Performance | Personal narratives on independence and aspiration | Campaign data revealed these narratives were the most effective in engaging the public and shifting perceptions. |
Ms Sophia Lim, Director, Strategic Communications and Engagement at MINDS -
“Many persons with intellectual disabilities still experience situations where others see their diagnosis before their determination. With My Way, we wanted society to meet Ramlee, Anna and Johannes as colleagues, athletes and teammates — individuals who work hard, care deeply and hold big ambitions for their future.
This campaign embodies our vision of a society where everyone, regardless of ability, is valued and heard. Through authentic storytelling — amplified by strategic partnerships, including sponsored out-of-home placements — we were able to bring their voices into everyday spaces and spark deeper public understanding. By sharing their stories, we hope to foster empathy and bridge the gap between persons with intellectual disabilities and the wider community. When their voices are truly seen and heard, mindsets shift, expectations rise, and new doors to opportunity open for them.”
Brian Witte, Head of Corporate Practice and Acting General Manager -
“From the outset, we knew this campaign needed to be driven by authentic voices rather than a large media spend. By investing in the powerful stories of Ramlee, Anna and Johannes, and combining smart use of digital, out‑of‑home and earned media, we were able to translate a modest budget into meaningful, nationwide visibility.
The PRISM recognition affirms that strategic creativity – rooted in purpose and partnership – can shift both hearts and mindsets. It has been a privilege to work alongside MINDS in advancing inclusion in such a tangible, enduring way.”
The Omni-Channel Strategy That Impressed the Judges
The comprehensive omni-channel approach ensured visibility across Singapore, demonstrating industry-leading efforts in aligning with the national conversation on disability, such as Singapore’s Enabling Masterplan 2030.
- Social Media Engagement: Over 2,700 engagements across Facebook, Instagram, LinkedIn, and YouTube, with Instagram driving the highest organic engagement. More than 6,400 clicks to the three profile stories on MINDS 60 Stories landing page, mostly from Meta ads.
- Out-of-Home (OOH) Media:
- 83 million impressions across SMRT buses and CapitaLand malls.
- An additional 11.8 million impressions via interactive panels at major transport hubs.
- Community Visibility: Bus wraps on specific bus services generating more than 83,000 views, ensuring balanced coverage across Singapore. Digital posters at 27 National Library Board branches, sustaining visibility for six weeks in community learning spaces.
The judges of the PRISM Awards unanimously awarded a Distinction, recognising its innovative use of channels, strong resonance, and measurable public impact.