Breaking Barriers, Building Careers

'Breaking Barriers, Building Careers' focuses on promoting employment opportunities for persons with developmental and intellectual disabilities.

The cross-format campaign - developed by Much Much Spectrum and facilitated by Yash Charitable Trust and IP Integrated Services Pvt Ltd - highlights the importance of inclusion, skill development, and supported employment programs to ensure individuals with disabilities can live and work with dignity and self-respect to create an inclusive society where everyone has the opportunity to thrive.

Data & insights:

• According to the 2011 Census, only 36% of the 26 million disabled individuals in India are employed. Gender disparity is significant, with 47% male and only 23% female participation.

  
  

• Misconceptions persist that individuals with disabilities are unemployable, despite strong evidence to the contrary.

  
  

• The Periodic Labour Force Survey (PLFS) 2021-2022 shows a higher unemployment rate for persons with disabilities compared to the general population, highlighting systemic barriers.

  
  

• Despite the Rights of Persons with Disabilities (RPwD) Act, 2016 mandating a 4% reservation in government jobs, implementation varies widely, with many positions unfilled due to administrative inefficiencies and lack of awareness.

  
  

• Workplace accommodations are often lacking, preventing optimal performance and inclusion for employees with disabilities.

• Societal attitudes and stereotypes result in discrimination during hiring processes, with biases against the capabilities of persons with disabilities.

  
  

• Limited access to quality education and vocational training restricts employability, as inclusive education and skills development programs are not widely available or adequately implemented.

  
  

• Effective support programs for job searching, application processes, and workplace adjustments are scarce, exacerbating employment challenges.

  
  

• Higher levels of poverty and economic insecurity among persons with disabilities limit access to resources needed for job searches and professional development.

Our approach: We adopted a data-driven, social impact-led approach to highlight the journey of individuals with disabilities, from skills development to meaningful employment. By documenting their experiences and the support provided by YCT, we aimed to address common misconceptions and promote inclusive hiring practices.

Campaign objective & goals:

• To promote employment opportunities for persons with developmental and intellectual disabilities.

• To showcase the impact of meaningful employment on the lives of these people

• To encourage employers to hire individuals with disabilities and reach out to YCT for help, support and sensitization sessions.

Challenges:

• Overcoming societal stereotypes and biases against employing individuals with disabilities.

• Ensuring widespread dissemination of the campaign message to reach target audiences.

Solutions devised:

• Target audience: employers, HR professionals, recruitment agencies, and senior leaders.

• Narrative: chronicling the stories of individuals with disabilities at their workplaces, showcasing their skills and the support provided by YCT.

• Topicality: emphasizing the importance of inclusive hiring practices and the benefits of a diverse workforce.

  
  

Deliverables:

• Films x 2: documenting the journey of individuals with disabilities

• Ancillary assets:

  • 5 x social media posts

  • 10 x stories

Platforms: Multi-format, cross-platform campaign distributed on social media, websites, and partner channels, including LinkedIn, YouTube, Instagram, and company websites to maximize reach and engagement.

Timelines: The campaign ran for over a month with consistent traction and engagement.

Impact:

• Reactions from corporate leaders, employers, and caregivers.

• 10x increased awareness and inquiries about YCT’s programs.

• Positive feedback and support from the community.

Learnings:

• Successfully promoted employment opportunities for individuals with disabilities and encouraged inclusive hiring practices.

• Increased awareness and positive perception of the capabilities of individuals with disabilities.

Way forward:

• Continue promoting inclusive hiring practices through ongoing content creation and partnerships.

• Expand the campaign to include more sectors and geographical regions.

• Develop additional support programs for employers and individuals with disabilities to facilitate successful employment.

• Monitor and analyze the long-term impact of the campaign to refine strategies and approaches.