Saturday, November 7, 2009 . DiD by Mabel Ong, BZSE (T02)
1:20 PM


credited to google image.

After the briefing/talk on DiD by Mrs Choo, i was excited and looking forward to our DiD tour. There were some things i quite expected to experience. One, the pitch darkness, two, guided by confident visually handicapped guides and three, the appreciation of sight.

My first DiD experience was beyond words!
Never felt that "blind" and helpless in my life before.
The place was as expected; total darkness and you see nothing else but black. It fears me as i thought to myself, "so this is what it is like being completely blind? Having only the stick to depend on for life?".
For me, that moment of insecurity and helplessness lasted for only a short while as we were soon welcomed by our guide, Jason.

Jason was a wonderful guide. I could feel his enthusiasm in his work and his confidence when guiding us along in the dark. He did not hesitate to mingle with us and kept assuring us that everything's fine as long as we followed his instructions. He displayed the confidence that some of us may lack. More importantly, he embraced the fact that he was visually handicapped. Even though it took Jason three years to accept this fact, i have to applaud him for his courage and confidence for not letting this flaw affect him and making things work out his way.

In the room, we not only communicated with Jason but also the cashier, Elaine, at the Cafe. I was surprised at Elaine's speedy recognition of value of change, just by touch. I bet everyone was stunned when she accurately figured out value of coins and notes.

To me, even though DiD Singapore is new, it has already impacted lives and has fulfilled it's social cauce to quite a large extent.

DiD provides the visually handicapped with jobs/income (reintegration into the society) It's not just any other ordinary job. In DiD, our sights are no longer of any use. In DiD, the guides are our "kings".

They lead, guide and instruct us and in turn, we respect, obey, and follow them.
This definitely help boost their esteem and confidence.

Visitors leave DiD with learning to appreciate their sight better and also, thrash out all perceptions that they once had of these blind guides.


I've taken away that both us and them are equal. It's just that the guides are specialised in the dark and we are specialised in the light.
True enough. As quoted by Dr Andreas, Founder of DiD, "in the dark, the sighted are suddenly blind, whilte the blind... becomes the sighted ones. This role swap makes us think about our prejudices and sterotypes".


DiD's business model is commendable. It fulfilled both commercial and social purposes.
DiD is also a creative piece of work. The founder is superbly clever and creative!

"To experience/feel/think for others, we must always put ourselves in the shoes of others."

DiD does the exact same thing; putting us into the dark to feel how it's like being blind and appreciating the blind and our own sight.

DiD is HIP! It's a fresh idea and would definitely draw more crowds if it is more known in Singapore.


I look up to this Social Enterprise's model & i have learnt that a fresh and well thought idea is a good kickstart to something.
DiD is franchised all over the world, meaning that it's impacting the blind all over! That must result in quite a great deal of impact.

If given a chance, i would definitely adapt DiD's business model and try venturing out overseas to impact lives globally.

Afterall that's what Social Enterprises are here for; for a cause!


BZSE BEEEEEs can help MARKETING! Even though we're quite freshies to this thing called marketing, with experience and chance, we can make DiD something bigger or more known to the world!

Who knows, DiD might be the next big iconic thing (apart from the Esplanade) in Singapore!


I ALSO RECOMMEND EVERYONE to visit DiD at least once in your whole life.
It's an experience you should not miss and every take-away although different, are equally meaningful.


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