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In collaboration with Hidden Disabilities Sunflower, St. Andrew’s Autism Centre, HSBC, and Frasers Property Singapore, the #AcceptanceMatters campaign seeks to enhance autism awareness by sharing real-life stories of individuals on the spectrum, aiming to bridge the empathy gap and foster greater understanding.
Approximately 26,000 people in Singapore, including 5,000 under the age of 20, are on the autism spectrum.
Despite its growing prevalence — more than one in 100 children identified with autism at 18 months, misinformation and a lack of education about the condition continue to pose significant challenges for individuals on the spectrum and their caregivers, research has shown.
In response, and as part of its ongoing commitment to promoting inclusion for persons with disabilities (PwD), Mastercard has expanded its support to those with invisible disabilities, beginning with a targeted awareness campaign focused on autism acceptance in Singapore.
Launched in partnership with Hidden Disabilities Sunflower (HDS), St. Andrew’s Autism Centre, HSBC, and Frasers Property Singapore, the #AcceptanceMatters campaign aims to spotlight the realities of autism by emphasising real-life stories of persons with autism, addressing the existing gap in empathy and understanding to drive acceptance and foster a more supportive community.
How Mastercard is collaborating with the various organisations on the campaign
HDS
HDS is collaborating with Mastercard to enhance awareness and understanding of hidden disabilities through the distribution of distinctive sunflower wearables, such as lanyards and pins. These wearables serve as a signal for individuals who may need extra help, understanding, or more time. In Singapore, Mastercard will sponsor the distribution of HDS wearables via St. Andrew’s Autism Centre, with plans for progressive distribution at HSBC branches and offices. Furthermore, HSBC is extending its global support for HDS in Singapore by training its customer-facing staff at branches to better assist individuals with hidden disabilities.
Paul White, CEO of Hidden Disabilities Sunflower, said: “Many individuals with hidden disabilities face challenges in their everyday life, such as sensory sensitivities, communication barriers, and navigating public spaces, all of which significantly impact their daily lives and place additional strain on them, their caregivers and families.
“As such, the globally recognised Hidden Disabilities Sunflower is the perfect symbol to support this campaign, which seeks to normalise the conversations around disabilities and driving inclusion, is both timely and important.”
St. Andrew’s Autism Centre
St. Andrew’s Autism Centre has provided its expertise in shaping and conceptualising the campaign by offering insights to the needs of the neurodivergent community and their caregivers.
"By focusing on real-life stories of persons with autism, the campaign aims to directly influence the community’s perception of autism to create a more supportive atmosphere by normalising allyship and conversations around disability and inclusion."
Bernard Chew, CEO of St. Andrew’s Autism Centre
HSBC
At HSBC, the organisation is progressively rolling out the Hidden Disabilities Sunflower programme across its branches and offices in Singapore as part of its ongoing efforts to promote financial inclusion and accessibility. This initiative aims to support customers and employees with non-visible disabilities.
“We are dedicated to ensuring that individuals with non-visible disabilities feel supported and respected,” said Ashmita Acharya, Head of Wealth and Personal Banking, HSBC Singapore.
“By training our colleagues to recognise the Sunflower symbol and providing physical wearables such as lanyards, bracelets, and pins, we’re giving people the tools to discreetly indicate when they need assistance.
“Our aim is to foster a more inclusive and welcoming environment for everyone.”
Frasers Property Singapore
As part of the campaign, Frasers Property Singapore will act as the official media partner to promote empathy and acceptance of neurodivergent individuals on the autism spectrum within its retail and commercial properties.
Additionally, the organisation has launched an industry-first ‘Inclusion Champions’ programme, providing over 1,000 hours of inclusivity training for frontline employees and tenants to improve support for persons with disabilities.
To further this commitment, Frasers Property also introduced a ‘Calm Hours’ initiative at 79 retail outlets to date, creating sensory-friendly environments by reducing noise and dimming lighting for individuals with sensory sensitivities.
“Empathy with persons on the autism spectrum begins by acknowledging that everyone experiences the world in their own unique way. By investing the time to understand their challenges and perspectives, we can cultivate an environment where they feel valued and supported,” Soon Su Lin, Chief Executive Officer, Frasers Property Singapore shared.
“As our retail and commercial properties serve as vital community hubs and gathering places, we want to enhance the understanding and acceptance of individuals with special needs.
“Inclusion is central to our engagement with the communities we serve, and we are dedicated to fostering greater inclusivity for all,” she added.
To capture and contextualise the experiences of individuals living with autism, a dedicated campaign website has been launched, showcasing personal stories of individuals with autism and their caregivers, offering an intimate glimpse into their lives.
The site enhances the viewing experience through special filmic effects and sound design, immersing visitors in the heightened sensory world that individuals with autism often navigate. This approach not only raises awareness but fosters a deeper understanding of their unique perspectives.
Julie Nestor, Executive Vice President, Marketing & Communications, Asia Pacific, Mastercard, commented: “The beauty of the #AcceptanceMatters campaign is its collective effort, as Mastercard has brought together a strong coalition of like-minded organisations.
"This collaboration allows us to make a bigger impact, normalising conversations around disability and inclusion, while driving greater empathy and allyship, crucial ingredients for an inclusive culture."
“Through this campaign, Mastercard aims to demonstrate that a world where everyone is accepted is truly priceless.”
READ MORE: Fostering an inclusive workplace for persons with intellectual disabilities: Your how-to guide
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