Right To Rights: Awareness to Action

The "Right to Rights" campaign was launched to mark World Disability Day 2022, aiming to bridge the gap between the existing legal framework and the actual awareness and implementation of disability rights in India.

Despite the enactment of the Rights of Persons with Disabilities (RPwD) Act, 2016, many disabled individuals and the general population remain unaware of the rights and provisions stipulated in the Act.

The campaign sought to educate, advocate for, and enable persons with disabilities to know their rights and have agency in their lives.

Data & insights: secondary research, culture sweep, and social listening:

• Few states have fully implemented the RPwD Act, 2016 with many lagging in notifying state rules and taking necessary actions

• Government websites and online services often do not comply with accessibility standards, hindering access to essential services

• The mandated 4% reservation in government jobs for persons with disabilities is inconsistently implemented, with many posts remaining unfilled

• Employed individuals with disabilities face inadequate workplace accommodations, impacting productivity and inclusion

• Many educational institutions lack necessary infrastructure like ramps, accessible toilets, and learning materials

• There is a significant shortage of trained special educators

• Access to specialized healthcare is limited, especially in rural areas, with a shortage of medical professionals and rehabilitation services

• Healthcare facilities often lack accessibility, and healthcare professionals are not adequately trained to meet the needs of persons with disabilities

• There is a general lack of awareness about the RPwD Act among the public and officials, leading to poor enforcement

• Obtaining justice and enforcement of rights is slow, delaying the provision of benefits and services

• Comprehensive data on persons with disabilities is lacking, hampering effective policy-making and monitoring

• Inadequate mechanisms for monitoring and evaluating the Act's implementation result in inconsistencies across states

Our Approach: Our approach centered on leveraging multi-format and cross-platform content to reach a diverse audience, including policymakers, educators, employers, and the general public. We aimed to have data-driven stories lead the way in highlighting the gaps in the implementation of disability rights, and advocating for better awareness and enforcement of the law through informative and engaging content.

Campaign objectives & goals:

• To educate persons with disabilities and the general population about the rights of disabled people as listed down under the RPwD Act, 2016

• To start an ongoing campaign advocating for the proper implementation of disability rights

• To enable persons with disabilities to assert their rights and seek the necessary accommodations

Challenges:

• Lack of awareness about disability rights among the general population and officials

• Inconsistent implementation of the RPwD Act across states

• Limited accessibility of online content and services

Solutions devised:

• Target Audience: policymakers, educators, employers, government officials, and the general Indian public

• Narrative: focusing on personal stories and topics obtained through data-driven insights, and expert opinions to highlight the importance of disability rights and the gaps in their implementation

• Topicality: addressing key areas such as education, employment, accessibility, and sexual and reproductive health rights (SRHR) of persons with disabilities

Deliverables:

• 6 x social media posts

• 5 x social media reels

Platforms:

• LinkedIn: to speak to professionals and policymakers

• Instagram and Facebook: to speak to a broad audience

Length:

The campaign ran for one month leading up to and following World Disability Day, 2022. Content was posted daily to maintain engagement and momentum.

Impact:

• Views: 2 million+ views across platforms (with one reel crossing 1.3 million views, 3000+ shares and 250+ comments)

• Reach: 4 million+

• Shares: 10k+

• Engagement: Overwhelmingly positive comments, indicating a deep understanding and empathy towards the highlighted topics

• Virality: a reel on SRHR for women with disabilities went viral, significantly amplifying the campaign's reach

  
  

Conclusion & learnings:

• Successfully raised awareness about disability rights and the RPwD Act, with a combined reach of 4 million+, enhancing public understanding and engagement through strategic content dissemination

  
  

• Multi-format, cross-platform strategies are effective in reaching diverse audiences and generating traction to impactful conversations

Way Forward:

• Continue to create and share content that educates and advocates for disability rights, working with policymakers to ensure the full implementation of the RPwD Act across all states

• Fostering a community of advocates and allies who can support ongoing and future initiatives