Since 2017, Play Inclusive has been Singapore's largest unified sport competition, bringing together athletes with and without disabilities under the Disability Sports Master Plan. Led by SportCares, the event partners with Special Olympics Singapore, Singapore Disability Sports Council, and the Ministry of Education to champion inclusive sport participation.
Despite its scale, Play Inclusive had little visibility with the wider public. I led the strategy to change that, branding the campaign and building a social-first content series centred on human stories and the everyday moments that make the competition special. Running organically across Facebook and Instagram from June to September 2025, the 24-piece content series achieved a 4.26% engagement rate on Facebook and 4.52% on Instagram, with zero paid media, reaching over 57,900 people combined.
As campaign lead, I set the strategic direction, coordinated across corporate and community partners, and conducted the athlete and stakeholder interviews that anchored the storytelling.
Organisation: SportCares, Sport Singapore
Campaign Lead: Zareth Lim
Agency: Adred
CAMPAIGN KEY VISUAL AND WORDMARK
SOCIAL MEDIA
