PSSA 2006 - Corporate Category Award Winner

Kentucky Fried Chicken Management Pte Ltd

Since 2004, Kentucky Fried Chicken (KFC) has been the Ambassador for the Deaf. However, its efforts in helping the hearing-impaired actually started earlier than that. From as early as 2002, KFC has put in place various initiatives to help the hearing-impaired in Singapore.

KFC became the 1 st fast food chain to start an outlet operated by the hearing-impaired in Singapore with its collaboration with the Singapore Association for the Deaf (SADeaf) in opening the KFC Toa Payoh Express. This outlet was officially opened in March 2003, and following its success, a second outlet was opened at Fu Chun Community Centre in July 2005. Both outlets provide employment for 91 hearing-impaired individuals. To prepare for these outlets, KFC staff from various departments started taking sign language courses at SADeaf during the conceptualisation stage in 2002.

In 2004, KFC partnered SADeaf to organise games in conjunction with the International Day of the Deaf in September 2004, and this helped to create awareness of the hearing-impaired to the public.

In the same year, KFC was appointed as Ambassador for the Deaf, with the role of helping to promote awareness of hearing impairment by incorporating related information in its publications and in educating 55,000 members of its Chicky Club, a club for kids, on deaf culture and sign language. It also created two special tray-liners that featured simple sign language and common misconceptions about the hearing-impaired.

In the area of fund-raising, KFC pledged the total sales of the Toa Payoh outlet’s official opening to support SADeaf in organising an event in conjunction with the 2003 National Day celebrations. It also helped raise more than $4,000 for the Children’s Charities Association Donation Draw in July 2004.

Other PSSA 2006 winners: