UOB launches inclusive hiring initiative ‘The Unlimited’ with campaign from 72andSunny

United Overseas Bank (UOB) has formed a collaboration among public, private and people sectors to back an inclusive hiring programme called ‘The Unlimited’ which aims to bring people with disabilities and other challenges into the workforce.

Under this initiative, UOB will partner with organisations like SG Enable, Autism Resource Centre, Movement for the Intellectually Disabled of Singapore (MINDS) and Serving People with Disabilities (SPD).

The campaign has been created by 72andSunny Singapore. The film showcases corporate leaders responding to a series of images, and then finally to a handicapped sign. 

The initiative is based on a survey by UOB of 220 decision makers at companies in Singapore which revealed that two-thirds of them would employ people with disabilities if provided sufficient guidance through the hiring process.

Starting with its own corporate clients, UOB is hosting a dedicated website for other companies who wish to be a part of the initiative.

 UOB head of group brand Gan Ai Im said: “With experience in hiring persons with disabilities since 2013, UOB recognises the opportunity to cultivate a more inclusive mindset among companies in Singapore. 

“To create awareness and generate interest in inclusive employment, we have been actively engaging our corporate clients, business partners and other organisations to share best practices. 

“Through this initiative we hope to see the integration of persons with disabilities into the workforce.” 

72andSunny Singapore executive creative director Johnny Tan said: “We are firm believers that brands have the power to create positive impact. 

“At 72andSunny, we call this Brand Citizenship. Where what is good for society and community is also good for business. We could not be prouder to be part of The Unlimited.” 


Client: UOB 

Agency: 72andSunny Singapore 

Production: Electric Lime Films


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