Rehab Advocacy

Timely rehab is often the difference between surviving and truly living. Yet, it remains overlooked and underappreciated. This is the first of our advocacy efforts in rehab. It highlighted the vital role of rehab and the therapists who make recovery possible.

Rehab is Your Best Koyok
Uncle “Koyok” is your neighbourhood best friend who fixes everything with his trusty koyok plasters. But as we soon discover, when it comes to real recovery, rehab is the best koyok.

Featuring a collection of intimate interviews with patients, caregivers, and clinicians across three healthcare clusters, creative key visuals, and other media, this advocacy campaign was a first in Singapore. Participating institutions included Tan Tock Seng Hospital, National University Hospital, and Singapore General Hospital, alongside social service agencies such as AWWA Singapore, S3, and the Singapore Cancer Society.

A tongue-in-cheek reminder to make rehab as instinctive as reaching for a trusty koyok–not an afterthought, but an essential part of deep, lasting restoration.

Rehab Stories with Our Grandfather Story
Complementing this, a series of rehab stories was commissioned, each telling a deeply personal recovery journey. Using different video formats, each story highlights not only the patient’s path to recovery, but also the dedication of the rehab teams who walked alongside them.