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Seeing their children struggle with loneliness, Gopika Kapoor & Moneisha Gandhi launched Buddy Up < Back Disability, Neurodiversity, Parenting These moms have built a friendship app for disabled people & their caregivers Seeing their children struggle with loneliness, Gopika Kapoor & Moneisha Gandhi launched Buddy Up Swara Swami 15 Oct 2024 12-min read Loneliness and social isolation are common yet often overlooked struggles for people with disabilities and their caregivers. The lack of accessible opportunities for forming friendships leaves many in the disability community feeling disconnected. This isolation can have a profound impact on emotional well-being, making the need for supportive, inclusive spaces even more critical. At Much Much Spectrum, we set out to explore this pressing issue by speaking with the co-founders of Buddy Up, an innovative app designed to bridge this gap. In an exclusive interview, Gopika Kapoor and Moneisha Gandhi, both mothers to young people with disabilities, share how their personal experiences of loneliness inspired them to create an app that promises to connect people with disabilities and their caregivers, offering them a platform to find meaningful friendships and support networks. Swara: Can you both please introduce yourself? Gopika (she/ her): My name is Gopika Kapoor. I am a neurodiversity consultant and an author. I'm also a counsellor and one of the co-founders of Buddy Up along with Moneisha. Moneisha (she/ her): I'm Moneisha, the second co-founder of Buddy Up. For many years I ran and managed an embroidery export company but that closed during the Covid lockdown. I'm also mom to a 19-year-old called Mihaan who has Down Syndrome. I volunteer at the Ummeed Parent Resource Centre and was involved at my son's school helping in the inclusion space there. Swara: What inspired you both to create the Buddy Up app and how did your personal experiences as mothers of children with disabilities influence this? Moneisha: So my son is one of those very social characters, and he was at a school and I was kind of getting a little worried when he was getting into his teenage years about long-term friendships because I felt like the other kids in the school were all going to go off in different directions. So I actively started looking for friends for him. I didn't want it to come to a point where he would suddenly be alone but I was finding it hard to find friends that he could relate to and I wished there was an app like this. Luckily for us, we met through a common friend - Dr Vibha Krishnamurthy - who founded Ummeed Child Development Center. She said, “Hey, you know, why don't you try meeting?” The two boys (Vir and Mihaan) met and it was like magic. They just got on really well. We got them together and it was really fantastic and they've known each other now for about three years. We realised that having this sort of connection is very, very powerful. We kind of also thought how amazing it would be for other people to have some way of reaching out to others in the community to make those connections, and that was the genesis of the Buddy Up idea. Gopika: So for my part, you know, Vir - my son - being on the spectrum, I really struggled to find friends for him, friends who would be like him, friends who could do the same things that he could do and whom he could relate with. I remember I was told when I used to go for therapy at Ummeed, to do planned playdates and I used to hate those because it would stress me out so much because if it was a neurotypical child they would end up playing with Vir's twin sister Gayatri, who is neurotypical, and Vir would be in one corner playing on his own. If it was an autistic kid or someone within the disability community, then I would be dealing with two kids doing this very kind of thing. So I just gave up on these playdates and I just figured, okay, you know, we'll figure it out as it goes on. But as he got older, we would try to compensate for his lack of friends, but as parents, you're no compensation for a teenage boy. He'd rather be out with his friends than hanging out with his parents. And so I was very stressed that in two years, my daughter would be leaving for college and what would he do because she's his twin sister and they've been together from the womb. Enter Mihaan, and Vir and him just chilled. And the amazing thing is that I think Moneisha had been looking for friends for Mihaan in the Down Syndrome community. I had been looking for friends for Vir in the autism community. Moneisha: And we realised after they met, one, that it was hugely life-changing and two, that having a friend is therapeutic. Gopika: Moneisha introduced me to this bootcamp that both the boys are part of. They've got a whole bunch of friends there. And then I told her Vir is going to join something called Skill Shakti. So she said, I'm going to apply for Mihaan. And then things rolled from there. Moneisha: I think no place existed where you could meet. You have to be lucky to find someone within your circle. I think the idea of this app was really to open up that whole circle of possibility. You could now potentially have a whole, much wider circle to choose a friend from. You're not going to be friends with the first person you meet. Gopika: And you're not going to want to hang out with that same person all the time. You want to have a variety of people in your life. Moneisha: I'm always looking at the app, like who's their age, who kind of shares similar interests to them that we can sort of reach out to via the app. There's a loneliness epidemic out there. There are so many people that are just alone, sad, because they don't have that connection. And I think this is like a mode of trying to find those people that could potentially be those important people in your life. Swara: From your perspective, what's the biggest social challenge faced by people with disabilities and their caregivers in India? And how does Buddy Up aim to address these issues? Moneisha: With people with disabilities in lots of different families, I think the stigma they face, other people don't want to hang out with their kids. Parents with Down Syndrome come and tell us that they really feel isolated, the kids and the parents. So here is a possibility to reach out to people that share your experience and know exactly what you've been through and therefore are much more likely to form a deep connection with you because of a shared experience. Gopika: I'll talk from the perspective of autism. What happens is, parents, when they have an autistic child, they don't know how this child is going to behave. So they cut themselves off. They don't go to birthday parties. They don't go to weddings. They don't go to the mall. They don't go to the beach. They don't go to family dinners and hang out, hang out with their friends. Very few do. If they find a caretaker, they will leave the child with them, but otherwise invariably it will be one parent going and the other one sitting at home, usually the mom sitting at home with the child. And it becomes very difficult. There's nobody to understand how you feel because even though you may be very close to your parents, your siblings, your friends, that exact experience that you're going through is not going to be understood by anybody because they are not living your life as a caregiver. For a person with a disability, same thing. They are not living your life. So what the app does is it really attempts to bring together not only people with disabilities, but also caregivers. And so you will be connected with another caregiver. Now, whether your child may be two, that person's child may be 20. It doesn't matter, but you can connect with the other caregiver, talk to them, talk about experiences that you've shared. You can talk about resources or just whatever you want to do. You can create that friendship based on a shared experience. So the app gives you that option as well. Moneisha: You can read a profile. If someone you feel like they might be somebody that you connect with, you can send them a friend request, you can talk about whatever you need to talk to them about. So I think it just opens up possibilities, different people that you may not have met in your immediate circles. I think that was really the idea. Gopika: If you are, say, limited by a mobility condition, you can't get out of the house, or if you just don't want to be around people, but at the same time you want some sort of connection, where do you go that is a safe space? You may not be able to find those if you're older, you may not be able to find those connections on Tinder or Hinge or something like that. There is always that safety aspect. If your child is younger, Facebook, Instagram may not be the right kind of place. And so really, where do you go? So this gives you the option of also having an online friendship. You can look for online friends only, in which case only those people will show up and you can chat with them on the app. We offer a one-minute free video call, which is to ascertain the identity of the person who you're chatting with to make sure they are who they say they are. And you can keep chatting with them on the app without revealing your WhatsApp number, phone number, address. So you can stay on the app and keep chatting with them, and just take it from there. Swara: Can you walk us through some of the key features of Buddy Up? How does the app specifically cater to the needs of both individuals with disabilities and their caregivers? Moneisha: One of the things that we've worked on is accessibility. We did a lot of testing with the visually impaired community. We also tested it with people who had other disabilities. We got their feedback and some of the things that they talked about were incorporated. We have a block feature. We thought that was really important to someone that is bothering you. Those sorts of focus groups kind of helped us to tailor the app to listen to what people are asking for. Gopika: You can basically search for friends on the basis of any kind of criteria. Age, gender, LGBTQIA+ identity, distance, etc. And we've spoken to lots of people in the disability community and introduced interests that they might have. For example, we were told that anime is a huge interest. So we included that. Somebody wrote to us and said please include writing. So we included that. Languages are another area of interest for a lot of people, especially on the autism spectrum. And then based on disability. If you don’t want to disclose your disability, you can leave it blank. Moneisha: I think that feature is very useful for parents and caregivers because if they're feeling like they need to connect with someone with a specific condition - like a rare genetic disorder - you can use that criteria to locate other parents who've been through a similar experience. Gopika: You can chat with the person, you can send them pictures, like a regular chat. Moneisha: And there’s also the option to keep details about yourself private, like your address, phone number, etc. Gopika: Also, your username doesn't have to reflect your name. Your photograph doesn't have to be uploaded. Swara: For parents receiving a new diagnosis for their child, peer support is crucial. How does the app help new parents find guidance, support and community? Gopika: Parents can reach out to other caregivers. They can find other caregivers, like themselves, they can connect with. If they want people from their locality, they can connect with them. If they want to talk to them online, they can connect with them there. Moneisha: We also have a list of resources, which we'll be constantly updating on the first page. Gopika: When you ask any parent of a child with a disability what they want for their child, they’ll say a solid friend. Other moms have seen the friendship Vir and Mihaan share, and the fact that as their moms we have created this app, they say they feel very happy when they see this. Moneisha: When we were looking at this space, we just felt like there are so many great organisations out there for therapy, good medical facilities, etc. But the one place in the disability space that seemed to be missing was the social one. And I think this app will make some progress towards helping resolve some of those issues. The biggest issue is like (these children) are just isolated. As a parent or a person with disability, to have that small group of people or that person who can actually be your go-to person, not somebody who does it out of a sense of charity. I remember when we got our diagnosis for Mihaan, Down Syndrome, it was just so stressful. But that whole cloud lifted the moment I met an older mom who had a son with Down syndrome. I met the family, I saw they were okay. And I heaved a sigh of relief, because I said, okay, they're fine. I'm going to be fine. And I'm hoping that's another sort of thing that comes out of these connections on the app. Swara: What are some of the most significant challenges you faced while developing and launching Buddy Up, especially when trying to meet the unique needs of your target audience? Gopika: We are not tech people. And the app is tech. So just understanding, learning, figuring out what platform to use, how to do it. I mean, the challenges continue. Moneisha: Right now, we bootstrapped this whole project. But there are things we need to think about. First we thought we’ll start with a really simple app. Then we said, it doesn't look great. It has to be an app, it has to have all the features, so we added features. We kept adding and at every stage I would say one thing, we've been very lucky, we also just had people that have put up their hand, come forward, helped us, people who've done stuff at cost, people who've done stuff pro bono. Gopika: And not necessarily people connected with disability. The design was created by somebody in Bangalore who works on app design and was on Moneisha's husband's school group. My nephew and one of his friends helped us with the hosting. So we really had help from a lot of people, and I just had to call Aditi and say listen we're doing this and she said we're doing an interview and I know the kind of reach Much Much Spectrum has. So I think that has really been quite wonderful. Swara: What is your long-term vision for Buddy Up? Moneisha: To increase the number of users is the first thing. We just want to have lots of people on it, and lots more choices. Gopika: We have also had people reaching out to us and saying please bring it to our country, somebody from Dubai, somebody from Singapore, somebody from London, from Canada saying why don't you start Buddy Up Canada? Let's just do India first then we'll think about going to Canada! Moneisha: We have to just take it one step at a time where each step is difficult so once we get over the first hurdle then we start thinking about the next one. Swara: I just want to add that what you both are doing with this app it's really great, because we have not had something like that. Especially as a child when I had no friends, I think the children nowadays will have some support now through this app. Gopika: Thank you, fingers crossed. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Thomas Dambo has built over 150 trolls using garbage to remind us what’s worth protecting < Back Climate, News This artist’s recycled trash sculptures help people reconnect with nature Thomas Dambo has built over 150 trolls using garbage to remind us what’s worth protecting MMS Staff 22 Apr 2025 3-min read In a world overwhelmed by waste and increasingly detached from the natural world, a tribe of towering wooden trolls is quietly reshaping how people think about trash and the planet. Their creator is a Danish artist with a deep love for stories, recycling, and the magic of the forest. Thomas Dambo, a self-described “garbage artist,” has built over 150 troll sculptures across the globe, from Puerto Rico’s coastlines to South Korea’s forests. His work blends sustainability, folklore, and public art into a striking new genre of environmental storytelling. As climate anxiety rises and natural spaces disappear, Dambo’s whimsical creatures are doing something few public campaigns have managed: pulling humans away from their screens and back into the wild. Building giants from what the world throws away Each troll is made almost entirely from reclaimed materials that include shipping pallets, fallen branches, construction debris, and lumber yard scraps. These aren’t modest pieces; Dambo’s trolls are colossal: many stretch over 30 feet tall, with arms the length of trucks and feet the size of bathtubs. And yet, despite their scale, they carry a quiet intimacy. They blend into the trees. They crouch behind bushes. They invite people to look up, to explore, to wonder. “It’s an advertising campaign for trash,” Dambo once said. “If people thought recycling was cool, we’d be less wasteful.” His most recent installation in Detroit Lakes, Minnesota features five trolls built in collaboration with the local nonprofit Project 412. The group commissioned the project to not only boost tourism but also spark a deeper sense of environmental connection within the community. Already, the “troll effect” — a term coined to describe the dramatic uptick in footfall wherever Dambo’s trolls appear — is in motion. In Coastal Maine, where five of Dambo’s trolls arrived at the botanical gardens in 2021, annual visitors jumped from 100,000 to over 340,000. The increase in visitors directly enabled the gardens to invest more heavily in local conservation efforts, particularly in protecting native trees. “We were hardly doing any of that before the trolls arrived,” said Gretchen Ostherr, CEO of the Coastal Maine Botanical Gardens. A global movement rooted in local magic Each troll is part sculpture, part story. Dambo writes fairy tales for each of his creations, giving them names like Ronny Funny Face or Barefoot Frida, and often weaving them into local histories, landscapes, and myths. In Puerto Rico, one of his earliest trolls — Hector the Protector — stood guard by the sea until Hurricane Maria tore him down. In 2019, Dambo returned to rebuild Hector, this time with a lantern in his hand to guide boats in a storm. But not all trolls have lived happily ever after. In Breckenridge, Colorado, a troll named Isak Heartstone had to be removed after overwhelming crowds and parking troubles strained the local infrastructure. Isak was later rebuilt on a more accessible trail, a reminder that even the most well-meaning public art must navigate the complicated relationship between access, preservation, and scale. And that, in many ways, is what Dambo’s trolls are about: complexity. They are gentle giants, yes, but they’re also quiet provocateurs, challenging our consumption patterns, our ideas about art, and our role in nature. Why this matters on Earth Day — and every day The global climate crisis isn’t just about emissions or melting ice caps. It’s also about disconnection. People cannot protect what they don’t love, and they can’t love what they no longer see or understand. In a time of digital overload and environmental detachment, Dambo’s trolls function like mythological messengers, bringing play, purpose, and pause back into the landscape. They offer a simple but urgent message: trash isn’t worthless. Nature isn’t optional. And wonder may be one of the most powerful tools we have in the fight for the planet. As the world marks another Earth Day, Dambo’s work is a poignant reminder that sustainability isn’t always about sacrifice. Sometimes, it’s about imagination. And sometimes, the path back to nature begins not with facts or fear, but with a troll. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

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The first report in a 3-part series based on #ChatterFest '23 < Back Diversity Equity Inclusion at Work The first report in a 3-part series based on #ChatterFest '23 Chatter Fest is a global inclusion festival where professionals, creatives, people with lived experience, and leaders from around the globe come together to discuss all things inclusion. Click below to download the report: MMS_DEI-at-work_ChatterFest-23_2024 .pdf Download PDF • 5.22MB WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS

Enabling inclusion and employment for persons with disabilities < Back Breaking Barriers, Building Careers Enabling inclusion and employment for persons with disabilities '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. WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS

Top NGOs supporting Autistic children and their families in India < Back List of NGOs that work with Autistic children in India Top NGOs supporting Autistic children and their families in India Ummeed Child Development Center Location: Mumbai Website: https://ummeed.org/ Ummeed Child Development Center is a premier organization dedicated to supporting children with developmental disabilities, including autism. With a holistic approach, Ummeed offers comprehensive care through a multidisciplinary team of medical professionals, therapists, and educators. Their services include developmental assessments, medical consultations, therapy sessions, and educational support tailored to each child’s unique needs. Ummeed is committed to empowering families and building capacity within communities by providing training programs for parents, caregivers, and professionals. Their goal is to ensure that every child reaches their full potential in an inclusive and supportive environment. Latika Location: Dehradun Website: https://latikaroy.org/ The Latika Roy Foundation is a renowned organization based in Dehradun, dedicated to serving children with developmental and intellectual disabilities, including autism. With a holistic and compassionate approach, the foundation offers a wide array of services such as early intervention, special education, vocational training, and therapeutic support. Their inclusive programs are designed to empower children and their families, helping them navigate challenges and achieve meaningful progress. The foundation also focuses on community outreach and advocacy, working to raise awareness and foster acceptance of disabilities within society. Through training workshops and support networks, the Latika Roy Foundation equips parents, caregivers, and educators with essential skills and knowledge, ensuring that every child receives the support they need to thrive in an inclusive environment. Nayi Disha Location: Hyderabad Website: https://nayi-disha.org/ Nayi Disha Resource Centre is a dynamic organization based in Hyderabad, dedicated to providing comprehensive support for families of individuals with developmental disabilities, including autism. Nayi Disha offers an extensive range of resources, including detailed information on education, therapy, and community services, to help families make informed decisions. Their platform is designed to connect parents and caregivers with expert advice, peer support, and practical tools tailored to their unique needs. Nayi Disha is committed to fostering a supportive community through workshops, support groups, and awareness campaigns, ensuring that every family has access to the guidance and assistance they need. By bridging the information gap and advocating for inclusive practices, Nayi Disha empowers families to provide the best possible care for their loved ones. Action for Autism Location: Delhi Website: https://www.facebook.com/actionforautism.nationalcentreforautism/ Action for Autism (AFA) is a pioneering organization in India dedicated to advocating for and supporting individuals with autism and their families. Established to create a more inclusive society, AFA provides a wide range of services including early intervention, special education, vocational training, and family support. Their comprehensive programs are designed to address the unique needs of autistic individuals, helping them to achieve their fullest potential. AFA also focuses on awareness and advocacy, working tirelessly to destigmatize autism and promote acceptance within the community. Through training and outreach initiatives, AFA empowers parents, caregivers, and professionals with the knowledge and skills needed to support autistic individuals effectively. Forum for Autism Location: Mumbai Website: https://www.forumforautism.org/ Forum for Autism is a dedicated organization based in Mumbai, committed to improving the lives of individuals with autism and their families. As a robust support network, the Forum provides a wide range of services including advocacy, educational support, and therapeutic interventions tailored to the unique needs of autistic individuals. The organization actively works to raise awareness about autism through community outreach programs and campaigns, aiming to foster greater acceptance and understanding within society. By organizing workshops, training sessions, and support groups, Forum for Autism empowers parents, caregivers, and educators with the knowledge and skills necessary to support and nurture autistic individuals effectively. Their mission is to create an inclusive environment where individuals with autism can thrive and reach their full potential. Sethu Location: Goa Website: https://sethu.in/ Sethu Child Development and Family Guidance Centre, located in Goa, is a distinguished organization dedicated to supporting children with developmental and learning challenges, including autism. Sethu offers a comprehensive range of services such as early intervention, special education, psychological assessments, and therapeutic interventions designed to cater to each child's unique needs. The centre is committed to fostering an inclusive environment where children can develop their abilities and achieve their potential. Sethu also places a strong emphasis on empowering families through guidance and support, providing them with the tools and knowledge needed to advocate for their children. By conducting workshops, training programs, and community outreach initiatives, Sethu aims to raise awareness and promote understanding of developmental disabilities within the broader community. Their holistic approach ensures that every child and family receives personalized care and support, contributing to a more inclusive society. Sangath Location: Goa, Bhopal Website: https://sangath.in/ Sangath is a highly respected non-profit organization based in Goa, dedicated to improving mental health and well-being across India, with a particular focus on developmental disabilities, including autism. Sangath provides a wide spectrum of services encompassing early intervention, special education, mental health care, and family support. Their innovative programs are grounded in evidence-based practices and are designed to be accessible and effective for diverse communities. Sangath is renowned for its research-driven approach, contributing significantly to the field of mental health through cutting-edge studies and publications. The organization also emphasizes capacity building, offering extensive training for healthcare professionals, educators, and caregivers to enhance their skills and knowledge. By fostering collaborations with local, national, and international partners, Sangath aims to create sustainable and scalable models of care. Their commitment to community engagement and advocacy helps to raise awareness, reduce stigma, and promote inclusive practices, ensuring that individuals with autism and other developmental challenges receive the support they need to lead fulfilling lives. Jai Vakeel Location: Mumbai Website: https://jaivakeel.org/ Jai Vakeel Foundation is a distinguished organization in Mumbai dedicated to supporting individuals with intellectual and developmental disabilities, including autism. Established with a vision to empower and uplift, the foundation offers a comprehensive range of services such as early intervention, special education, vocational training, and therapeutic support. Jai Vakeel Foundation is committed to creating an inclusive environment where individuals can thrive and reach their fullest potential. The foundation also focuses on family support and advocacy, providing parents and caregivers with essential resources and training to better support their loved ones. Through community outreach programs, awareness campaigns, and strategic partnerships, Jai Vakeel Foundation aims to foster greater acceptance and understanding of disabilities in society. Their holistic approach ensures that each individual receives personalized care and support, promoting a more inclusive and compassionate community. WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back SHORTS

Real stories, real impact: Changing views on disability in India < Back The Disability Roundtable Real stories, real impact: Changing views on disability in India The Disability Roundtable campaign addressed the marginalization and workforce underrepresentation of the Indian disability community. It aimed to dismantle misconceptions about people with disabilities, specifically: Highlighting the false notion that disabled people are unemployable. Challenging the view of disabled individuals as burdens or objects of charity. Shifting the narrative from seeing disabled people solely as inspirational figures to recognizing them as well-rounded individuals. Countering the misconception that disabled people are incapable of love, dating, relationships, marriage, or family. Existing data on these topics: According to the 2011 census, 36% of the 26 million disabled individuals in India are employed. However, a significant gender gap exists here with 47% male and only 23% female participation. There is a widespread misconception that people with disabilities are unemployable. This stigma exists due to a lack of awareness about the abilities and strengths of disabled individuals. Disabled individuals are often viewed through a lens of pity and charity rather than respect and opportunity. Cultural narratives often paint disabled people as inspirational figures overcoming immense odds, but it’s crucial to see them as individuals with diverse aspirations and capabilities. Many disabled individuals face infantilization, undermining their autonomy, and are often considered unfit for relationships, marriage, or parenting. Our approach: Leading with lived experience, we featured seven self-advocates with intellectual and developmental disabilities sharing their stories. The campaign was designed to challenge misconceptions, highlight the capabilities and strengths of these individuals, and promote inclusive employment practices within corporates. Objective & goals: To promote better support systems for disabled individuals. To increase the representation of disabled people in the workforce. To foster inclusive work cultures and policies. To enable and empower self-advocacy among disabled individuals. Challenges: Raising awareness about a complex and often marginalized topic. Countering deeply ingrained stigma and societal beliefs. Engaging a diverse target audience. Solutions devised: To bring in corporate leaders, recruiters, parents, caregivers, and the general public unfamiliar with the experiences of disabled individuals in India we decided to highlight the personal stories of the 7 self-advocates, focusing on their dreams, ambitions, career choices, and the societal barriers they face. The topics that our research showed us as relevant in this space included careers, relationships, and social inclusion. Campaign deliverables: 1 x short film Ancillary assets: 4 x carousel posts 10 x reels 8 x stories Campaign channels & specifics: Social media platforms (Instagram, YouTube, LinkedIn, Facebook) and community forums. To maximize reach and engagement across different audience segments. Continuous release over a quarter to maintain consistent traction and engagement. Timelines & Duration: The campaign spanned 3 months, with regular updates and content releases to sustain engagement. Impact: Views: 750K+ Shares: 1,000+ Reach: 1.5million+ Engagement: Overwhelmingly positive comments, highlighting a deep understanding and empathy towards the topics. Analysis: Positive reception for authentic portrayals and sensitivity in depicting a diverse range of lived experiences. Conclusion & learnings: The campaign successfully accomplished its objectives by promoting inclusivity and self-advocacy. Authentic storytelling resonated deeply with the audience, leading to a significant shift in perceptions around disabled employability and the strengths of neurodivergent people. Focus on lived experiences and engaging narratives helped rope in a diverse general audience. Way forward: Widening the scope of the campaign to include more self-advocates from different regions, backgrounds, nationalities, skills and marginalized identities. Developing additional content focused on specific issues like education, healthcare, and legal rights. Continuing partnerships with corporate leaders to implement inclusive policies and practices. Exploring potential partnerships with other disability rights organizations. WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS

A multi-platform campaign championing inclusion and creativity for neurodiverse youth < Back Developmental Disabilities India - I A multi-platform campaign championing inclusion and creativity for neurodiverse youth 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: 70% of autistic individuals experience bullying, with 40% facing it daily and 33% two to three times per week. Art therapy significantly reduces symptoms of anxiety, depression, and stress by 73%. 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. WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS

A series featuring people with different backgrounds discuss important topics through personal experiences and expert opinions. < Back Series Unheard Stories A series featuring people with different backgrounds discuss important topics through personal experiences and expert opinions. To celebrate International Women's Day ‘23 we featured 11 incredible women who shared their honest and unfiltered experiences of ableism, gender bias, microaggressions, and exclusion. From autism and ADHD to disability and caregiving, these women give voice to the discrimination and challenges that women with disabilities encounter every day. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back ORIGINALS

Demystifying Neurodiversity for families who are underprivileged with Ummeed CDC < Back Samjho aur Samjhao Demystifying Neurodiversity for families who are underprivileged with Ummeed CDC We developed this campaign in collaboration with Ummeed CDC, a Mumbai-based non-profit. One of the main reasons behind it was our research and social listening showed us that there is a significant lack of awareness and understanding about Autism and Down Syndrome in low-income and underprivileged communities in India. Existing resources are often not culturally or linguistically accessible to these families, and - in a lot of cases - not affirming enough. There is a dire need to address and correct common myths and misconceptions about developmental and intellectual disabilities. Data & existing perceptions: Studies and existing research indicates that awareness and acceptance of neurodiversity are low in India, especially in rural and low-income areas. Through social listening and interactions with our online community and families, we identified some specific myths and misconceptions prevalent in these communities, such as viewing Autism as bad behavior or believing Down Syndrome prevents access to a successful career. The insights: Many parents believe in the myth that Autism can be cured with traditional medicine or behavioral corrections. There's a prevailing misconception that children with Down Syndrome cannot lead successful professional lives. A significant number of families mourn the birth of a child with Down Syndrome, rather than celebrating the child’s birth. In a lot of families, mothers are blamed for the birth of a child with Down Syndrome, or an Autistic child. Our approach: Wanting to address Hindi-speaking low income families through easy-to-understand literature, we created a docket of illustrations, comics and stories that resonated with the lived experiences of Indian families. Our focus was on educational content that not only informed but also celebrated neurodiversity, highlighting strengths and capabilities. Apart from ensuring their use as physical fliers and print-outs to put up on pin boards at the center, we also uploaded these resources and content to multiple social media channels to ensure wide reach and engagement. Campaign objective & goals: To educate and raise awareness among low-income and underprivileged families about Autism and Down Syndrome. Goals: Demystify disabilities and bust common myths surrounding neurodivergent conditions. Provide culturally relevant resources. Engage and educate a wide audience. Challenges: Ensuring the content was culturally appropriate and sensitive. Making sure the information was accessible in Hindi, addressing the lack of affirming resources in regional languages. Solutions devised: Our narratives, language and campaign material were designed to speak to low-income families, families from tier1, 2, and 3 cities, and rural areas, as well as underprivileged Hindi-speaking families, and the general audience. All 10 stories put together as part of the campaign had positive and affirming messages about neurodiversity, focusing on strengths and capabilities. We addressed the specific myths that our research showed, and provided factual, easy-to-understand information about Autism and Down Syndrome. Deliverables: 3 x carousel posts (engaging illustrations & comics to engage the audience) 6 x static posts (graphical illustrations and explainers) Platforms: Instagram, Facebook and LinkedIn: chosen for their wide reach and ability to engage diverse audiences Offline spaces: Resource kits were distributed at Ummeed CDC centers and events Length: The campaign ran consistently for a period of 3 months Content was released periodically to maintain engagement Impact: High engagement across social media platforms Consistent traction and sharing on WhatsApp and Facebook groups Overwhelmingly positive feedback from parents and caregivers Conclusion & learnings: Successfully raised awareness and educated target audience, effectively addressing cultural and language barriers Demonstrated the importance of culturally relevant and accessible content in driving engagement and education Way forward: Continue to create and share educational content t argeting more communities and regions, including other regional languages Partner with more organizations to amplify impact WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS