The Infocomm Accessibility Centre provides IT training & job placement opportunities for the physically & mentally disabled. We need to raise awareness & fill training places while helping to bridge the digital barriers between potential & current students at the Infocomm Accessibility Centre & the rest of society.

No one knew much about the Infocomm Accessibility Centre - the brand was too encased in the shroud of government agenda & it was extremely difficult to target the mentally & physically disabled as a key audience. We had to clearly define who the target audience was.

We responded by creating a movement based on the premise of empowerment.

The Tweet Meet. Singapore's Largest Tweet Up. A nation-wide movement. Involving key amplifiers of our message to tweet about the cause, via a picnic in the park.

We organized a volunteer expedition, pairing student volunteers with someone in need - equipping & enabling them with the tools to get connected to this cause & to the world.

Many came forward, not only to find out more about the movement, but to lend their support in different ways.

Results: Press coverage across print, digital & broadcast amounting to more than SGD$1.2million. Infocomm Accessibility Centre representatives were called to share their views on social integration of the disabled on various radio & tv talkshows. 52% increase in the number of training places filled. 8,200 new tweets, 3,900 new facebook friends. All at $0 media spend.