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Highlighting nature doesn’t discriminate, the Channel 4 ad appends “They’re so good, considering…” with “Considering What?” < Back Disability, Media, News Paralympics 2024 campaign challenges perceptions about Paralympians Highlighting nature doesn’t discriminate, the Channel 4 ad appends “They’re so good, considering…” with “Considering What?” MMS Staff 7 Aug 2024 2-min read British broadcaster Channel 4 has launched its new campaign film ‘Considering What?’ ahead of the Paris 2024 Paralympic Games. Created by Channel 4’s in-house agency 4creative, the campaign seeks to challenge the public's perceptions of Paralympians, encouraging viewers to see them as elite athletes rather than competitors “overcoming” their disabilities. The campaign launched on July 12, and comes after research commissioned by Channel 4 revealed that nearly 60 percent of viewers watch the Paralympics to ‘see athletes overcoming their disabilities,’ whereas only 37 percent watch it for ‘exciting sporting competition.’ The campaign aims to shift this narrative, focusing on the athletes' sporting excellence. The video personifies the elements of the world — gravity, friction, and time — showing that these elements make no exceptions for any athlete, regardless of disability. Gravity is depicted as a taunting, shirtless man, friction appears as an abrasive racer in a yellow sports car, and time is personified as a woman with a stopwatch. The elements, respectively, are shown challenging wheelchair rugby star Aaron Phipps, multi-gold medallist Sarah Storey and sprinter Emmanuel Oyinbo-Coker. The spin here is that the film shows athletes overcoming these elements, not their own disabilities. Simultaneously, the film is capturing the reactions of audiences watching the Paralympics, some of whom - although well-intentioned - say things like: “He’s incredible… for someone like that.” and “They’re so brave, considering…” “Considering what?” the ad asks. Lynsey Atkin, Executive Creative Director of 4creative, explains : “Excellence is excellent, no caveats. How strange that as audiences we watch one of the world’s most elite sporting events with our heads tilted and our amazement seemingly tempered. Gravity, friction, time — the unchangeable forces of our world dictate what it means to be the best on the pitch, in the pool, on the court, on the track. They offer no head starts, no free passes, no patronising pat on the head and another go around.” Supporting the TV campaign is an out-of-home campaign, featuring posters of Paralympians and a mural by disabled artist Florence Burns. These collaterals convey the ‘Considering What?’ message by adding a strikethrough across well-meaning but patronising phrases that are commonly associated with Paralympic athletes. Channel 4’s Chief Marketing Officer Katie Jackson highlights the significance of the campaign: “... The Paralympics is one of the greatest sporting events in the world, drawing many millions of viewers. And that’s just it. This is sport, where athletic prowess takes centre stage and excellence wins above all else. As we show Paralympians battling against the very real forces of our world, we wanted to highlight the pure power and energy of world-class athleticism. Because at the end of the day, sport doesn’t care about disability. Paris, we’re coming for you.” Watch the full film here and let us know your thoughts below. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Neurodivergence & innovation: How strengths-based support transforms lives < Back Neurodiversity, Parenting, Education Boy with learning disabilities turns entrepreneur making $5K an hour Neurodivergence & innovation: How strengths-based support transforms lives MMS Staff 21 Nov 2024 2-min read At just 14 years old, Tucker Findley is a successful entrepreneur with a six-figure business. But his journey wasn’t straightforward. Diagnosed with learning disabilities and a neurological condition, Tucker couldn’t read, write, or count past 10 by the time he was 9. School was a daily struggle, and he felt like he didn’t belong. Everything changed the day Tucker found golf balls near his Sterling, Virginia, home. Instead of seeing them as just objects, he saw an opportunity. “I found golf balls everywhere,” he recalls. He started cleaning and selling them on Facebook Marketplace, where they sold out — 2,000 in just three days. Tucker reinvested his profits, hiring friends to help and even buying a kayak to collect more balls. From there, he expanded his focus to antiques and collectibles, inspired by TV shows like Antiques Roadshow. With his parents’ support, Tucker opened an eBay store and quickly realized he had a knack for spotting undervalued items. A $6 BMX bike frame turned into $500 in parts. A Barbie doll sold for $1,000. “It wasn’t just about making money,” says Tucker’s mom, Rebecca. “It was about seeing him excited to learn.” Tucker, who has dyslexia and dyscalculia, found ways to improve his math and reading through his business. Counting golf balls, tracking profits, and negotiating deals taught him skills he’d struggled to grasp in traditional classrooms. His online school even built lessons around his business activities. Today, Tucker runs his business - Tucker’s Vintage Treasures - out of a 2,500-square-foot warehouse at home. He sells everything from sneakers to vintage toys through eBay and livestream auctions, sometimes making over $5,000 in just an hour. What sets Tucker apart isn’t just his business success — it’s how he gives back. When he earns big profits from items he buys cheaply, he often returns to the seller and shares the earnings. “I’m honest and fair,” he says. Tucker’s journey underscores the importance of focusing on neurodivergent children’s strengths instead of their challenges. His father, Ryan, left his job to homeschool Tucker, tailoring his education to what he loved. “The most important thing is to find what you’re good at,” Tucker says. Tucker’s story is a reminder that every child has potential. Sometimes, all they need is the right environment to let it shine. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Explore career opportunities with us and join a team that values innovation and collaboration. Discover roles that challenge and inspire growth in a supportive environment. Apply today to contribute to our mission and advance your career. We offer a chance to make a real impact at the intersection of media and social impact. Careers at Much Much Media Hey there! Thanks for showing interest in working with us. We're always on the lookout for writers, producers, directors, parents, caregivers, experts and people from all walks of life who believe they could contribute to our mission. Fill out the form below and someone from our team will get in touch with you if there's a match. For inquiries, write to careers@muchmuchmedia.com Come work with us First name* Last name* Email* Phone Position Available from Tell us something interesting about yourself* Upload your CV Link to CV/ LinkedIn/ portfolio APPLY

Tech leaders push for merit-based policies, but at what cost to diversity and innovation? < Back Work, News, Gender The MEI vs DEI debate: Is this a step back for inclusion Tech leaders push for merit-based policies, but at what cost to diversity and innovation? MMS Staff 30 Jun 2024 4-min read ‘Scale is a meritocracy and we must always remain one.’ Tech entrepreneur Alexandr Wang posted on X last week saying his company Scale AI was replacing DEI (diversity, equity, inclusion) with ‘MEI.’ MEI, Wang added, stands for merit, excellence, intelligence. ‘Talent is our #1 input metric,’ the founder said. Unsurprisingly, Tesla CEO Elon Musk applauded Wang on the move. “Great!” Musk responded, in a reply to Wang. Musk wasn’t alone in the list of company heads congratulating Wang on the move; Sequoia partner Shaun Maguire and Coinbase CEO Brian Armstrong hopped onto the appreciation bandwagon as well. Musk and plenty other leaders have been more than vocal about their dislike for DEI. In a post on X earlier, Musk had said: “DEI is just another word for racism. Shame on anyone who uses it.” Alarmingly, there’s a growing community of people actively in support of MEI over DEI. What this community gets wrong is that DEI does not mean prioritising diversity while ignoring other qualifications. Ironically, Wang’s post ends up lending credence to the very cornerstone of DEI hiring. “There are a lot of things in this post that are actually, perhaps surprisingly, aligned with the goals of a lot of DEI practitioners,” said Natalie Johnson, cofounder and managing director of strategy at DEI consulting firm Paradigm, in this story on Fortune. “I think for many, many years now, we have failed to recognize that and have failed to make that connection that, oftentimes, we have the same values, the same principles, that we’re building off of.” Speaking of diversity, in the AI industry alone, women make up just 30% of global roles. This is especially concerning considering how many Large Learning Models (LLMs) have biases in-built because of the lack of diversity within the teams working on them. Ranking high among AI’s biases is gender bias. The Artificial Intelligence and Gender Equality report by UN Women has identified a clear gender gap in access to the Internet, which manifests in the gender bias in AI. This study by the Berkeley Haas Center for Equity, Gender and Leadership analysed 133 AI systems across different industries and found that 44 per cent of them showed gender bias and 25 per cent both gender and racial bias. If AI is trained on data that is biassed, a natural consequence is it will learn and internalise that bias and incorporate it in the results it throws up. And gender bias is not the only kind AI perpetuates. Recently AI also came under fire for discriminating against people with disabilities by ranking CVs of disabled people lower than able-bodied people. DEI policies are put in place not only to ensure the right representation among the workforce but also to make sure every voice is heard, every person has a level playing field, and decision-making is fair and just. As Lisa Simon, chief economist at analytics platform Revelio Labs rightly puts it: “...as soon as you remove (DEI policies), people go back to hiring people that look like them.” Bias and discrimination are the prime reasons DEI came into being in the 1960s . Since then, companies have made significant strides in diversifying their workforce through internal policy reforms and structural changes in their hiring & talent development processes. Lots of data has emerged over time that shows how effective DEI boosts innovation , leads to higher revenues and results in greater employee satisfaction. There is also ample data to show that a large percentage of employees who are dissatisfied by ‘non-inclusive workplaces’ plan to quit within 12 months. And that is the fundamental issue with placing MEI over DEI - a less diverse team means a more homogenous outlook of the world, which severely limits the potential of both artificial intelligence as well as human teams, both of which are crucial in ensuring organisational success in today’s day and age. Not to mention rallying against DEI invisibilises the lived experiences of people who have been systemically marginalised, and denies them the opportunity to present their perspectives to the world. It ensures that systemic oppression is never weeded out. If the pushback against DEI goes on, AI-powered technology and services will evolve to be severely deficient of diverse perspectives. The teams in our workplaces will homogenise and innovation might come to a complete standstill. The gap will consequently result in a lower quality of services as well as biassed decisions about jobs, credit, health care and more. What are your thoughts about the DEI vs MEI debate? Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

The singer, diagnosed in 2022 with Stiff Person Syndrome, teared up belting out an Edith Piaf classic < Back Disability, News, Health Celine Dion makes grand comeback at Paris Olympics opening ceremony The singer, diagnosed in 2022 with Stiff Person Syndrome, teared up belting out an Edith Piaf classic MMS Staff 29 Jul 2024 2-min read Singer Celine Dion’s performance at the opening ceremony of the Paris Olympics 2024 on Friday left the audience mesmerised. Performing her rendition of an Edith Piaf classic from atop the Eiffel Tower in Paris, Dion’s was the last act of the opening ceremony. With Friday’s event, the Canadian singer-performer (56) broke her three-year hiatus, which she had gone on after being diagnosed with the neurological condition Stiff Person Syndrome (SPS). News of her diagnosis first came in December 2022, when she revealed that she had been having involuntary spasms and muscle rigidity. At the time, Dion had posted a video to her Instagram saying the spasms were impacting ‘every aspect’ of her daily life. “It’s been a struggle. All I know is singing.” Last month, Prime Video released the documentary I Am: Celine Dion , directed by Irene Taylor, which shows what the singer’s journey has been like living with the condition. In one of the scenes, during a physical therapy session, Dion is seen having a seizure. Taylor said she and Dion discussed about retaining the entirety of the scene in the final cut. “‘I think this film can help others understand what it’s like to be in my body… I don’t want you to shorten that scene,’” Taylor said Dion told her at the time. SPS is a rare, chronic neurological disorder that causes muscle stiffness and sometimes intense muscle spasms in the trunk and limbs, affecting posture, balance, and the ability to use certain muscles. It usually has an autoimmune component, and, in some cases, can be progressive and painful. Only one in about a million people gets SPS, and the condition affects twice as many women as men. The condition is diagnosed based on symptoms, through neurological and neuromuscular exams, including electromyography, or EMG, to test muscle and nerve function. Diagnosis also often relies on a blood test that measures the GAD antibody. At the time of her diagnosis, lots of her fans expressed their worry openly about how Dion - one of the top-selling artists of all time with over 200 million albums sold - would never be able to make a mainstream comeback. However, Dion’s Friday evening performance demonstrates that with an accurate diagnosis, timely therapies and the right treatment plans, some conditions can be managed effectively, if not completely reversed. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

A candid conversation with two siblings about rivalry, breaking societal norms, and understanding each other < Back Gender, Neurodiversity Sisterhood with Neurodivergence: Shreya & Roshni’s lived experience A candid conversation with two siblings about rivalry, breaking societal norms, and understanding each other Swara Swami 23 Aug 2024 11-min read Shreya (33, she/ her, neurodivergent) and her sister Roshni (30, she/ her, allistic) speak to Much Much Spectrum about their growing up years. Interviewer: Can you both share a little bit about yourselves and your relationship as sisters growing up and how has your bond evolved over the years? Shreya: Well, I think I should start with the story of this picture. When Roshni was just born, she was on Amma's lap. Actually she's supposed to be on Amma's lap, but I have pushed her away and she's crying and I have taken my place on my mother's lap and I'm feeling very happy about it. So essentially that kind of sums up our childhood. We used to fight a lot. Because that's what siblings do. But we also used to chill a lot together and play on the computer and have Shrewsbury biscuits while we did it. So we had a lot of these rituals, like making midnight snacks together and things like that. But we also fought a lot. But when I moved to Ahmedabad to do my master's, I think that is when we became really close when we started living in different cities. Roshni would come and visit me and stay with me on campus and then in the various other cities I have lived in. So I think that is when we became super close and we both are the first person we go to. At least for me, she's the first person I go to with any major issue. We are very similar yet very, very different people. So I think it is a little complementary and also we have a lot of shared interests. So we definitely bond on that. Roshni introduced me to Taylor Swift. We, in general, all of us enjoy food that is one of the things we bond over. And dogs, books. Yes. A lot of books. Interviewer: Roshni, do you also have something to share about your relationship with Shreya? Roshni: I definitely agree with most of the things that she has said. We were not very close while growing up because I'm the younger sister. Distance makes the heart grow fonder, so I genuinely feel like we had those special special moments when we would be cooking together, rather, Shreya would be cooking and I would be cleaning. Before I became a teenager, things were quite different. I was a little bit scared of her, but we got very, very close and actually became friends after she moved out. Shreya: I forgot to say that I was not nice to Roshni when we grew up. I thought, “Oh, you must bully your younger sister. And it was… not nice. It's an important thing to mention because there are not really very great templates around there for sibling relationships, which are not opposing genders. Roshni: On that note, as Shreya mentioned in the picture, she has pushed me off. You can see I'm crying. And she's very, very happy. Interviewer: Could you tell us about your neurodivergence discovery and the journey? Shreya: It was mostly me reading up. I would say it is thanks to the Internet, but because I was reading a lot about the Autism Awareness Month and I read up a couple of articles and I thought that those behavioural traits in adults correlated to our father. I spoke to Roshni about it, and when we spoke to Amma about it, we were like, ‘Oh my God, this makes sense.’ But this was a year before I asked to be assessed and then I didn't think about it. But it was like a niggling thing in the back of my head. Then I started correlating that behaviour across generations of my family. So then I asked my therapist if she could do an assessment and she was like, sure. And I didn't know what to think going in. And I was like, I don't know why I'm asking for this because do I even deserve to take this? What is this? What am I thinking? So then when the results came, it surprised both of us. I think also my therapist, because she'd been my therapist for four years. Once I got assessed as being autistic, I read up a lot and that also made a lot of sense to me. I understood a lot about my childhood and I read a bunch of books, starting with ‘Aspergirls’ by Rudy Simone and then ‘Unmasking Autism’ by Devon Price. I would share all of this with Roshni and Amma and they would be like, yes, okay, this makes a lot more sense. About a year or so later, I took on the ADHD assessments and that also came about and I was like, this is very true. Interviewer: So Roshni, how has Shreya's discovery/ diagnosis changed your dynamic with her? Roshni: I think this conversation is when I think I really started thinking about autism. And so many years of the last few years have been spent in just educating myself. I am also a music educator. I work in a private capacity, so I do work with a few children with diverse needs. So her assessment really, really did help in a professional sense for me to kind of work with the kids that I do, but, wow, sorry, I'm… I feel like I'm blabbering. Shreya: No, you're not. It's okay. It's completely fine. What you're saying is very relevant. Roshni: I think the biggest thing in the beginning was to educate myself and read up more, so whatever material and resources Shreya was sharing, I was making it a point to read them. It really did make a lot of sense. I think she tried to point it out to me, do you remember when this happened when I was younger or this happened? I was like, no, but I was younger than her. So I barely remember, you know, her experiences and meltdowns, so to speak. But it really made a lot of sense the way she is. Since then, I think I've just wanted to be her advocate, especially, you know, in our immediate family because not everyone is as proactive about educating themselves. I think I'm a lot more sensitive to how she is feeling, especially any sort of overstimulation. I feel like when she's around, it's like my ears are also picking up these frequencies. I need to ensure that, for example, at home when we are sitting together and watching TV anytime the volume spikes, the volume is reduced to ensure that she's feeling okay. Interviewer: Shreya, do you have something to share also? Shreya: No. Oh, I would just say that it has just become, I think, better because the understanding is now deeper. And I feel like I can be a very confusing person to be around for a lot of people, but I feel like the assessment has helped understand some of it. This may be something that Roshni has been doing for a long time, but I feel like now she is… someone you can rely on without having to explain too much when you are overstimulated in, say, family gatherings or generally just sitting at home and watching TV. So that aspect really helps because there are very few people in my immediate family or immediate surroundings who actually understand it. So it is nice to not have to open your mouth and explain it. Interviewer: So how do you both support and care for each other? Shreya: We were visiting family in Delhi in December. And it was super social for about a few days. And the last day I just, I could barely talk. I was like, I'm done. I'm done with this world. So Roshni really took on even talking to the cab guy and telling him where we had to go. And there were some physical tasks to be done. She kind of took it on. She also got me coffee. A lot of that is a big way that she has, I think, shown care towards me. I don't want it to be like Roshni is in service to me constantly, but I feel like I also like it when I'm staying with her. Then I make her chai and meals because for me doing things is showing love and care. Roshni: I think if you have ever met Shreya, especially in a house setting, it doesn't matter whose house it is, you'll definitely have multiple cups of chai, which she will make, and there will be at least one snack. Whatever is there in the kitchen, she'll make something. And that is her love language. It has always been, I think, like all of the midnight snacks also. She bakes, she cooks, for it doesn't matter who comes through the door. Actually, most people. With us also, there are weekly FaceTime calls. Sometimes we call each other and give each other the most random updates. And sometimes we just exist on FaceTime together for about 15 minutes to an hour. She is my council, she is my lighthouse. I feel like the reason why I knew I could marry my partner is because Shreya had approved of him. Any major decisions in life, I feel like I need to run by her because she has a very x-ray type scan view of things. And it's great to have such a clear voice sometimes telling you what you might not want to hear or see. So that way I feel like that's how we care for each other. Shreya: When Roshni’s partner is not there, we are just each other’s extended plus ones. And Roshni is also nicer to people than I am. So it's nice to go with her to family functions. People are nice to me also, obviously, but I feel like they're a little scared of me. But everyone is always nice to Roshni, so it's nice to be around her. But I think we balance each other out. There's a fair amount of overstimulation that happens for Roshni also. We have left a lot of weddings and gone to cafes and restaurants and just sat there. Interviewer: Despite being the elder sister, Shreya, you mentioned that your sister is often seen as the older one because of her presentation. Tell us more about the differences in your presentation. Neurodivergent people are often considered way younger than their age because of how we present. How do you both feel about this? Shreya: First of all, we both wear big glasses and we both have short hair. And we both speak in a similar manner. So lots of people also say that we look similar. But I think this really stood out to us once when we were in Chennai visiting some relatives and somebody was like, ‘Oh, I'm pointing to Roshni asking if she's the older one’, which was very strange and she's gotten annoyed and that has just increased in occurrence since then. But because I also almost always have coloured hair, I don't know if people are seeing that and seeing things because of it. And now I have a lot of tattoos. But I don't know why that points to making me look younger. But yeah, it's strange because I'm like, what are the markers of it? Roshni: Yeah, I think it could be, I mean, some people also think it's the height thing. I'm fractionally taller than Shreya. In the beginning I used to get a little annoyed. Because I was like, ‘Oh my God, but look at my face.’ I have such a baby face, but I don't care about it anymore. It's fine. Shreya: That is true. Roshni: Yeah, and I think the way we dress also has something to do with it. I am quite boring in my fashion on a day to day basis. Like when Shreya is around, things get brightened up as a proxy effect, I guess. But because she's always, she expresses herself sometimes through her clothing and the hair colour. The last one of the weddings we went to in 2021 or 22, some people asked Shreya that, and she had a bunch of green hair at that time. It was green, right Shreya? Shreya: Whose wedding? Roshni: This was Varun's wedding. Shreya: Varun's wedding? Roshni: Yeah. Shreya: I had some coloured hair, but it wasn't green. I think it was purple or pink. Life stage wise, as per traditional societal life stage, I am not married and I don't have kids and I'm 33 and there are very few people I know my age who are like this, which is very strange in India. But I feel like that also shows. And the tonality of talking. But I feel like this may also play into why people think I am younger in general. It doesn't make sense. Interviewer: Can you both share a message to families/ siblings where one is neurodivergent and the other is not. Roshni: I'll just repeat what I said earlier, which is, educating oneself is the most important thing you can do as the first step. If anyone in your family is assessed, provide support in whatever way is possible. And, I once brought this up in therapy actually, I don't know sometimes how to help my sister or how to advocate for her. I feel like in some situations it's very sticky and the best piece of advice she's ever given me is to just ask her what she wants. So I think educating oneself and ensuring that you are asking questions and giving the support that a person needs and not just kind of preemptively giving them support based on what you think they need. Shreya: Asking, as you said, but also being willing to listen. Because I feel like when a neurodivergent sibling says something, a lot of what we say is very, very surprising to people because of the experiences, because if everyone has experienced the same thing, the way people experience it can be very, very different. So I feel like sometimes being generally better at listening and believing the other person that, okay, yeah, this is what they got out of the situation… I think that really helps. But I feel like if someone has grown up with a neurodivergent sibling in any case, they would always know that there are a lot of things that their family does, or that they would do as siblings, that are not usual and that are anyway designed to cope with the other person's neurodivergence. So like you have already been living with it. Now when we think about our family and we realise we are so strange, all of us, and we all do these things also that are so strange. And I realised when I talk to my friends' families that they don't have naturally strange families. So… these things. So, just embrace it and believe in the other person. That's all. Shreya is a media professional and podcaster. You can check out her podcast 'At Odds' here . Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Poll says viewers think filmmakers can do more to authentically depict mental illness & disabilities < Back Disability, Media, News Study shows 60 percent audience unhappy with disability representation Poll says viewers think filmmakers can do more to authentically depict mental illness & disabilities MMS Staff 17 Jul 2024 2-min read The verdict is in on Hollywood’s representation of people with disability and mental illness, and the numbers have spoken. According to a new study by the non-profit Inevitable Foundation, cheekily titled ‘Audiences Are Waiting for Hollywood to Greenlight Disability,’ 60 percent of the audience is “unsatisfied with how disability and mental health are currently represented on big screens and small screens alike.” The foundation works with disabled writers and filmmakers to destigmatise disability and mental health, and increase (and level up) the representation of this community. The poll saw 1,000 participants, of which half lived with disabilities and half did not. The study noted that 15 percent of the global population lives with some form of disability or neurodivergence, and when it comes to TV viewing, this population is watching more content than non-disabled or neurotypical audiences. Even so, the polled audience feels the representation is inadequate and improper. “As it stands, the entertainment industry’s drastic underinvestment in authentic disabled storytelling is abandoning an important and growing untapped market and eroding the trust of disabled and non-disabled audiences alike,” the report reads. The poll also shows that 43 percent of the audience comprising both disabled and non-disabled folx ‘frequently discuss or share’ content that has authentic representation of people with disabilities or neurodivergence. And 40 percent are likely to recommend a film or show to friends or family members if it has authentic representation. Recently, the Indian Supreme Court released a set of guidelines for authentic representation of disabled characters, following a Public Interest Litigation filed against the makers of the film ‘Aankh Micholi,’ which had ableist representation. Some other numbers the poll highlights: 25 percent of global households have at least 1 disabled person. 35 percent of disabled people watch 20+ hours of TV per week, compared to 25 percent non-disabled people. 63 percent of disabled people watch more than 10 hours of TV per week, compared to 55 percent of non-disabled people. 31 percent of audiences feel there are no streaming services committed to authentic disability or mental health representation. 25 percent of audiences consider more than 90 percent of the depictions of disability seen in the past year to be inauthentic. 50 percent of Gen Z will research a company to make sure it aligns with their values. Some recent films and shows that have good representation include: Bridgerton Geek Girl All The Light We Cannot See: Check out the full report here . Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

The actor reflects on overcoming health challenges just before becoming a father < Back Health, Media Mark Ruffalo reveals terrifying dream that turned out to be true The actor reflects on overcoming health challenges just before becoming a father MMS Staff 30 Sept 2024 2-min read Mark Ruffalo is no stranger to overcoming challenges, both on and off screen. Known for his powerful performances and kind, grounded personality, his fans admire him as an actor and father. But few know Ruffalo’s life took a terrifying turn more than 20 years ago when he faced an unexpected battle with his health — one that started with a dream. During a recent conversation on the Smartless podcast, Ruffalo shared a story about a dream he had had. Just before his wife Sunrise Coigney was about to give birth to their first child, he dreamt that he had a brain tumour. Ruffalo shares that in the dream, there were no images, no voices — just an overwhelming sense of clarity. Incidentally, at the time Ruffalo had an ear infection. But this dream wasn’t something he could shake off. He says his intuition told him to get checked, just in case. Incidentally, a scan revealed that the dream wasn’t just a dream — it was a warning. Ruffalo had a tumour the size of a golf ball behind his left ear. With their son Keen on the way, Ruffalo pondered whether to tell his wife about the tumour or keep quiet about it until after the birth. Ruffalo chose the latter. “She had the birth plan, she did the yoga, she had the doula, we had a hot tub ordered,” he said, reflecting on his wife’s preparations. “This is like her wedding… and I was just like, ‘I can’t.’’ A week after Keen’s birth, Ruffalo finally told his wife about the tumour. Her initial reaction was disbelief — she thought he was joking. But the gravity of the situation soon hit, and she broke down. Thankfully, the tumour was benign, but the road ahead wasn’t without its fair share of risks. Ruffalo faced a 20 percent chance of facial paralysis and a 70 percent chance of losing his hearing in the left ear. Post surgery, Ruffalo woke up permanently deaf in his left ear. His face, initially paralyzed, slowly regained movement over the course of a year. More importantly, he was alive, able to be there for his family. Stories like this remind us that even our heroes face struggles behind the scenes. Today, Ruffalo continues to give his fans more and more reason to adore him not just as a brilliant actor but as a person who faced his most difficult moments with grace and courage. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

The toymaker is becoming a model for inclusive marketing by prioritising accessibility < Back Disability, News Mattel to make games accessible to colour-blind players The toymaker is becoming a model for inclusive marketing by prioritising accessibility MMS Staff 2 Jul 2024 3-min read Toymaker Mattel has taken a step towards inclusivity by announcing plans to make 80 per cent of its games, including popular games like Uno, Tumblin’ Monkeys, and Blokus, colour-blind accessible by the end of 2024. And by the end of 2025, Mattel aims to extend this accessibility to 90 per cent of its games. This initiative also includes updates to the mobile versions of its games through Mattel 163, the company’s online game studio. To achieve this goal, Mattel is developing custom solutions for each game, allowing players to differentiate components through means other than colour. These methods include adding symbols or icons, patterns, and tactile clues. As part of its commitment to the colour-blind community, Mattel will also donate $30,000 worth of accessible games to summer camps. This initiative is particularly helpful given that data shows 1 out of 12 men and 1 out of 200 women are colour-blind. Interestingly, this is not Mattel’s first foray into accessibility. In 2017, the brand partnered with ColorAdd to create the Uno ColorAdd deck, and in 2019, it introduced Uno Braille to ensure that visually impaired players could enjoy the game as well. Universal needs of consumers and the importance of accessibility Mattel’s commitment to accessibility comes from the understanding that children - and, in fact, people of all ages - want to play games without feeling excluded. More brands need to realise that an aspect of one’s identity should not prevent them from participating fully in shared experiences. And more brands need to design keeping differences in mind, being mindful of the diverse identities they serve. Values drive brand decision-making Mattel’s says its purpose is to “empower generations to explore the wonder of childhood and reach their full potential,” while its mission is to “create innovative products and experiences that inspire fans, entertain audiences, and develop children through play.” Revisiting your brand’s mission, vision, and values is essential for any brand that wants to cater to people with different needs. Evaluate whether your mission statement is inherently inclusive of a broad range of people who face barriers that your brand works to solve. Inclusivity doesn’t require an immediate overhaul but rather a steadfast commitment to making gradual strides towards a more inclusive future. Co-creation is core to success And don’t at all shy away from partnering with the right people in making headway on this front. Mattel themselves have partnered with experts in the field of colour deficiency to work on accessible versions of their games, consulting with individuals as well as designers who have colour blindness. This co-creation process was integral to producing products that genuinely meet the needs of the community, as the insights come from people with lived experience. Co-creation is key to making inclusive products. It not only lowers the pressure of getting everything right on your own but also ensures the end products are more authentic and effective. So remember - if you’re on the path to making your products and services more inclusive, start by revisiting your mission and incorporating inclusivity there. Realign your values, and partner with the right people to co-create your offerings. This story was originally published in Forbes . Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

New guidelines aim to end stereotypes and promote accurate portrayals of disabilities in media < Back Disability, Media, News SC issues landmark guidelines for disability representation in films New guidelines aim to end stereotypes and promote accurate portrayals of disabilities in media MMS Staff 8 Jul 2024 4-min read One of the foundational pillars of an affirming attitude towards disability and neurodivergence is good media representation. Until the depiction of disabled and neurodivergent people in our films, TV series and social media is accurate, respectful, and empathetic, not much in society's attitude towards this community can change. Looks like the Supreme Court has taken note. In a landmark ruling on July 8, a Supreme Court bench headed by Chief Justice of India DY Chandrachud established comprehensive guidelines to prevent stereotyping and discrimination of persons with disabilities (PwDs) in visual media, including films and documentaries. The petition, filed by disability rights activist Nipun Malhotra, was driven by concerns over derogatory and discriminatory remarks towards PwDs in the film ‘Aankh Micholi.' The film included terms like “ atki hui cassettes ” (stuck cassettes) and “ bhulakkad baap ” (forgetful father) to describe individuals with speech and memory disabilities. ‘Aankh Micholi,’ released in 2023 to largely unfavourable reviews , is a film about a family whose various members live with disabilities and health conditions, including deafness, stammering and night blindness. The plot is an ableist ‘comedy of errors’ that rests on using disability and neurodivergence as elements of comic relief. Unfortunately, what a lot of filmmakers fail to realise is not only is the disabled community a low hanging fruit for comedy and all other kinds of slapstick content that shows them in bad light for a cheap laugh, their improper representation gives rise to society's developing misgivings about the community’s actual potential. The Supreme Court rightly emphasised that creators must provide an accurate representation of disabilities rather than mocking or mythifying them. Justice JB Pardiwala, part of the bench, described the judgment as "path-breaking," denouncing the use of stigmatising terms like “cripple” and “spastic.” Historical context and the need for change Indian films, TV serials, ads, and news media have long used disabilities and neurodivergent conditions as a source of comic relief, often at the expense of the dignity of persons with disabilities and neurodivergent conditions. Characters with disabilities have been frequently depicted in a manner that elicits pity or frames them as overtly inspirational, contributing to a skewed and harmful portrayal of disability. This stereotypical representation reinforces negative perceptions and stigmatisation, marginalising an already vulnerable group. The Supreme Court's latest judgement Chief Justice Chandrachud, authoring the judgement, drew attention to the harmful myths perpetuated by visual media about disabilities. The Court noted that depicting persons with disabilities as “super-cripples” implies that they must possess extraordinary abilities, thereby marginalising those who do not fit this stereotype. The bench stated, “Stereotyping is an antithesis to dignity and non-discrimination,” highlighting the judiciary’s evolving role in safeguarding individual rights and addressing complex intersections of disability, gender, and mental health. Modern social model vs the medical model The judgement emphasised a shift from the medical model, which views disability as a personal tragedy, to the modern social model. The social model treats disabilities as a result of societal barriers rather than individual deficits. Chief Justice Chandrachud highlighted that stereotypes and a mockery of disabilities arise from a lack of familiarity and inadequate representation of persons with disabilities in mainstream discourse. Distinguishing humour types and their impact The Court made a critical distinction between “disabling humour” and “disability humour.” Disabling humour demeans persons with disabilities, while disability humour seeks to better understand and explain disability. The context, intention, and overall message of media content should be considered before concluding whether remarks are disparaging. Guidelines for inclusive representation The Supreme Court issued several guidelines for creators of films and visual media content: Language and terminology: Insensitive language is contrary to the dignity of persons with disabilities. Terms like “cripple” and “spastic” should be avoided, as should terms like “afflicted,” “suffering,” and “victim.” These terms contribute to negative self-image and societal marginalisation. Accurate representation: Creators must strive for accurate representation of medical conditions to prevent misinformation and perpetuation of stereotypes. Misleading portrayals can reinforce harmful misconceptions about disabilities. Diverse realities: Visual media should depict the diverse realities of persons with disabilities, showcasing not only their challenges but also their successes, talents, and contributions to society. This holistic portrayal helps to normalise disability and reduce stigma. Stakeholder involvement: The bench emphasised the importance of disabled participation in the creation of media, stating, “‘Nothing about us without us’ principle is based on the promotion of participation of persons with disabilities and equalisation of opportunities. This principle must be practised in constituting statutory committees and inviting expert opinions for assessing the overall message of films and their impact on the dignity of individuals under the Cinematograph Act and Rules.” The Court went on to remind the government of its obligations under the Convention on the Rights of Persons with Disabilities to incorporate the lived experiences of disabled individuals. In March, the Supreme Court had requested the Central government's response to a plea filed by disability rights activist Nipun Malhotra in the same matter. Malhotra's complaint was that the film and its trailer contained derogatory references to persons with disabilities (PwDs). The issue escalated to the Supreme Court after the Delhi High Court dismissed Malhotra's plea, stating that excessive censorship should be avoided. The Supreme Court's ruling marks a significant step towards dismantling harmful stereotypes and promoting inclusive representation of disabilities in visual media. It now remains to be seen just how many producers, directors, screenwriters and social media creators adhere to these guidelines. If you’re any of the above and unsure where or how to begin, consider engaging with disability advocacy groups that can provide insights about disabled lived experiences. A lot of nonprofits and independent self-advocates conduct training and sensitisation programs, which could potentially give insights into the community’s realities. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS