Authored by: Manish Sharma (The author is a PR Entrepreneur, Co-Founder of Key Communications and a proud GREEN Storyteller)
The growth and progress of a nation are intricately linked to the personal development and evolution of its citizens. India has witnessed a groundbreaking transformation of the differently-abled in the Paris Paralympics with a toll of 29 medals. It was not just a mere number, it was a representation of the calibre, strength, and dedication an individual possesses even being differently abled. Nothing is impossible, and they proved it right. However, amongst the 40-90 million population of differently-abled individuals, only 54.4% have the resources to learn and grow. PR and creative professionals can play a vital role in fostering a more inclusive world, where the talents and contributions of differently abled individuals are celebrated and recognized. A nationwide campaign was launched in the year 2015 to enhance the accessibility of differently abled named, The Accessible India Campaign (AIC), also known as Sugamya Bharat Abhiyan. However, as per the 2018 report by the Department of Empowerment of Persons with Disabilities, only 3% of buildings in India were found to be fully accessible by the differently-abled. Not only this, A 2020 report by the 2020 Web Accessibility Annual Report highlighted that over 98% of websites fail to comply with accessibility requirements for them. It's almost a decade now, and there is still a need to address the issues faced by them due to lack of education, financial support, job opportunities, inclusivity, and limited awareness. PR and creative industries can draw the attention of both the government and private sector to address these loopholes in society. Inclusivity- Key for a Sustainable FutureDisability inclusion should go beyond being just a message; individuals with disabilities must be genuinely included and integrated into societal narratives. Rather than being portrayed solely as subjects of discussion or advocacy, their experiences, perspectives, and contributions should be woven into the fabric of stories that reflect our diverse world. Differently-abled citizens are also active participants in society, rather than mere symbols or focal points of the conversation, sympathy, or disability! Creative storytellers and PR professionals are championing the urgent need for organizations and the PR sector to advocate for inclusivity and equal opportunities for differently abled individuals. By leveraging the power of sharing narratives creatively through strategic communication and PR campaigns, creative industries can contribute towards an inclusive and sustainable future. PR: The Voice of the Unheard The importance of inclusivity and representation cannot be overstated, it is the need of the hour to address the gaps and blockages which determine the future of differently-abled individuals. Public relations (PR) and creative industries hold significant power in shaping narratives and perceptions. By actively advocating for and supporting differently abled individuals, these sectors have the opportunity to not only be their voices but also drive meaningful change. Through innovative campaigns and authentic storytelling, these industries can break down barriers, challenge stereotypes, and inspire a broader understanding of diversity and ability. The recent Zepto Campaign emphasized the significance of inclusivity by sharing the inspiring stories of employees with disabilities who have triumphed over challenges with the company's support. One of their digital films focused on the remarkable journey of the differently abled, Vishwanath, a delivery partner who is also a team leader. Vishwanath works at Zepto Cafe in Bellandur, Bangalore, and is among over 100 differently abled employees showcasing the company's commitment to inclusiveness. One such campaign by Toyota, ‘Impossible vs. Impossible’ was inspired by the insight that Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else. The initiative stemmed from thorough research carried out within the differently-abled community. They highlighted the challenges of a Paralympian and how they push themselves beyond expectations. These kinds of PR campaigns underscore how creative storytellers and PR are becoming the voice of the unheard and playing a key role in supporting and advocating for differently-abled citizens.
