The Developmental Disabilities India campaign was initiated by Ummeed Child Development Center to address the pressing issues faced by individuals with developmental and intellectual disabilities in India.

Our focus areas were chosen based on primary research that identified two topics: bullying and the role of art in therapy.

Extensive secondary and primary research, a culture sweep, and social listening informed the campaign. Key insights included:

1. 70% of autistic individuals experience bullying, with 40% facing it daily and 33% two to three times per week.

2. Art therapy significantly reduces symptoms of anxiety, depression, and stress by 73%.

3. Neurodivergent individuals are up to 150% more likely to be self-employed, entrepreneurs, or artists.

These statistics highlighted the urgent need for awareness and support mechanisms for individuals with disabilities, emphasizing both the negative impacts of bullying and the positive potential of art therapy.

Our approach: Much Much Spectrum, in collaboration with HT Parekh Foundation and Ummeed Child Development Center, developed a comprehensive, 'Hinglish' campaign to capture and communicate the lived experiences of young people with disabilities. The campaign leveraged lived experience storytelling to authentically portray these experiences and highlight the importance of empathy and inclusion.

Objective & goals: The primary objective was to raise awareness about developmental disabilities, address the issues of bullying, and promote the benefits of art therapy.

The goals included:

• Increasing understanding and empathy

• Driving engagement through authentic storytelling

• Providing valuable resources for parents and professionals

Challenges addressed:

• A lack of awareness and understanding of developmental disabilities

• High incidence of bullying among neurodivergent individuals

• Need for positive representation and support for artistic expression in the disability community

Solutions devised:

• Target Audience: Adolescents (11 - 16), young adults (17 - 25), and parents & caregivers of individuals aged 12 - 35, from both metro and non-metro areas.

• Narrative: Focused on lived experiences, featuring neurodivergent individuals telling their own stories to ensure authenticity and relatability.

• Topicality: Timed to coincide with Neurodiversity Celebration Week, World Down Syndrome Day, and Autism Awareness Month to maximize relevance and impact.

Deliverables:

• Films x 2 

  
  

• Ancillary assets: 

  • 5 x carousel posts

  • 8 x reels 

  • 10 x stories 

    
    

Platforms:

• YouTube for hosting educational and awareness videos

• Social media platforms (Facebook, Instagram, Twitter) for broadening reach and engagement

• Campaign content was strategically released over a 2-month period to maintain consistent engagement

Length:

• Timelines: 2-month campaign duration

• Key events: Neurodiversity Celebration Week, World Down Syndrome Day, and Autism Awareness Month

Impact:

• 2.5 million+ views

• 5,000+ shares

• 7 million+ reach

• Positive reception with numerous comments highlighting empathy and authenticity

• Increased search spikes and engagement metrics indicated strong audience interest and involvement

Media & events: Featured in Mid-Day, highlighting the campaign’s impact and reach

Conclusion & learnings: The campaign successfully met its objectives, raising measured awareness and fostering a supportive community dialogue around developmental disabilities. Authentic portrayals and strategic timing contributed to overcoming the initial challenges and achieving widespread engagement and positive feedback.

Way forward:

• Continue expanding the range of resources on the Developmental Disabilities India YouTube channel.

• Plan future campaigns to address additional pertinent topics within the disability community.

• Strengthen partnerships with other organizations and stakeholders to amplify the campaign’s impact and reach.

• Utilize feedback and data from this campaign to refine future strategies and approaches for even greater effectiveness.