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What to say (and what not to say) when your friend discovers they’re neurodivergent < Back Neurodiversity 4 ways to validate someone coming out to you about their neurodivergence What to say (and what not to say) when your friend discovers they’re neurodivergent MMS Staff 2 Aug 2024 3-min read Autism and ADHD diagnoses rates around the world have risen considerably over the past few years. More and more people are finding out they’re neurodivergent. Which means it’s not entirely unlikely you may come across someone you know - maybe a friend, colleague or acquaintance - who has either recently been diagnosed (or discovered), or will at some point in the future. If you know someone who’s just been diagnosed (or discovered), read on below. And if not yet, read on still, because this is good information to have. First up, you definitely want to avoid saying things like, “Oh., everyone’s neurodivergent now,” or “It’s become a trend,” or “You can’t be autistic because of XYZ reason,” or - our absolute favourite (read: NOT), “But you don’t look autistic!” These just don’t help, even if you say it jokingly, because, for a lot of people, their neurodivergence discovery is already a bit overwhelming to begin with. You kind of don’t know what to make of it, and hearing things such as these aren’t going to help. Plus impostor syndrome is BIG in the neurodivergent world (if you don’t know about it, read up on it here ). Instead, try the following: If they seem unsure about it: “This doesn't change anything about the person you are, only about what you thought you knew about yourself all along. At least now you know...” Always helps to be affirming, and let them know that nothing changes. Sure they now have the added hyper-awareness about their triggers and glimmers, and some changes they might need to make in their day-to-day lifestyle. But the people who care for them will stick around no matter what. If you’ve always thought they might be autistic: “ I’ve kind of suspected that for a while. Thanks for letting me know. ” While it’s generally not a good idea to tell an undiscovered/ undiagnosed person they might be neurodivergent if they haven’t brought it up with you first, depending on the circumstances it might be okay to let them know you’ve wondered whether they were neurodivergent due to a past incident. Soon after a realisation/ diagnosis, neurodivergent people might tend to think back on past experiences and wonder if they went the way they did because of their different wiring. Bringing up past incidents might help them have realisations that help prepare them for the future. If you don’t have the slightest idea what being neurodivergent or getting a diagnosis means, try going with: “I’m sorry I don’t know much about that. Could you tell me more about it?” Sure, a lot of us might have heard about or even come across terms such as ADHD, autism, dyslexia, dyspraxia, etc in passing on the Internet. Trouble is, the Internet is replete with misinformation on these conditions. It’s best to read accounts of neurodivergent people while trying to learn more about neurodiversity. And if you’re still unsure, the classic: “I’m sorry, could you tell me more...” approach always works. And if they’re happy about it: “Congratulations! This must feel so freeing. If you want to talk about it, I’m here.” Depending on the circumstances, a person’s discovery can be very liberating. It’s like finding all the answers to a bunch of very difficult questions. While it’s generally a good idea to congratulate them and share in their happiness, it’s also important to realise that you need to give them space to make sense of it. A good way to do that is by letting them know that if they want to talk to you about it, you’re around. Remember that this can be a confusing and challenging time for many who neurodivergents, especially those who have had experiences with bullying, exclusion, social isolation, and infantilisation. The time it takes to come to terms with accepting your neurodivergence may differ with every person, but it’s important to know that having someone around who understands is always helpful. So be there for your loved one, let them know that you care, and, if they’re keen on it, help them connect with other neurodivergent folx. There’s quite nothing like community :) Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Empowering persons with disabilities through legal awareness < Back Right To Rights: Awareness to Action Empowering persons with disabilities through legal awareness The "Right to Rights" campaign was launched to mark World Disability Day 2022 , aiming to bridge the gap between the existing legal framework and the actual awareness and implementation of disability rights in India. Despite the enactment of the Rights of Persons with Disabilities (RPwD) Act, 2016, many disabled individuals and the general population remain unaware of the rights and provisions stipulated in the Act. The campaign sought to educate, advocate for, and enable persons with disabilities to know their rights and have agency in their lives. Data & insights: secondary research, culture sweep, and social listening: Few states have fully implemented the RPwD Act, 2016 with many lagging in notifying state rules and taking necessary actions Government websites and online services often do not comply with accessibility standards, hindering access to essential services The mandated 4% reservation in government jobs for persons with disabilities is inconsistently implemented, with many posts remaining unfilled Employed individuals with disabilities face inadequate workplace accommodations, impacting productivity and inclusion Many educational institutions lack necessary infrastructure like ramps, accessible toilets, and learning materials There is a significant shortage of trained special educators Access to specialized healthcare is limited, especially in rural areas, with a shortage of medical professionals and rehabilitation services Healthcare facilities often lack accessibility, and healthcare professionals are not adequately trained to meet the needs of persons with disabilities There is a general lack of awareness about the RPwD Act among the public and officials, leading to poor enforcement Obtaining justice and enforcement of rights is slow, delaying the provision of benefits and services Comprehensive data on persons with disabilities is lacking, hampering effective policy-making and monitoring Inadequate mechanisms for monitoring and evaluating the Act's implementation result in inconsistencies across states Our Approach: Our approach centered on leveraging multi-format and cross-platform content to reach a diverse audience, including policymakers, educators, employers, and the general public. We aimed to have data-driven stories lead the way in highlighting the gaps in the implementation of disability rights, and advocating for better awareness and enforcement of the law through informative and engaging content. Campaign objectives & goals: To educate persons with disabilities and the general population about the rights of disabled people as listed down under the RPwD Act, 2016 To start an ongoing campaign advocating for the proper implementation of disability rights To enable persons with disabilities to assert their rights and seek the necessary accommodations Challenges: Lack of awareness about disability rights among the general population and officials Inconsistent implementation of the RPwD Act across states Limited accessibility of online content and services Solutions devised: Target Audience: policymakers, educators, employers, government officials, and the general Indian public Narrative: focusing on personal stories and topics obtained through data-driven insights, and expert opinions to highlight the importance of disability rights and the gaps in their implementation Topicality: addressing key areas such as education, employment, accessibility, and sexual and reproductive health rights (SRHR) of persons with disabilities Deliverables: 6 x social media posts 5 x social media reels Platforms: LinkedIn: to speak to professionals and policymakers Instagram and Facebook: to speak to a broad audience Length: The campaign ran for one month leading up to and following World Disability Day, 2022. Content was posted daily to maintain engagement and momentum. Impact: Views: 2 million+ views across platforms (with one reel crossing 1.3 million views, 3000+ shares and 250+ comments) Reach: 4 million+ Shares: 10k+ Engagement: Overwhelmingly positive comments, indicating a deep understanding and empathy towards the highlighted topics Virality: a reel on SRHR for women with disabilities went viral, significantly amplifying the campaign's reach Conclusion & learnings: Successfully raised awareness about disability rights and the RPwD Act, with a combined reach of 4 million+, enhancing public understanding and engagement through strategic content dissemination Multi-format, cross-platform strategies are effective in reaching diverse audiences and generating traction to impactful conversations Way Forward: Continue to create and share content that educates and advocates for disability rights, working with policymakers to ensure the full implementation of the RPwD Act across all states Fostering a community of advocates and allies who can support ongoing and future initiatives WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? 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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. https://www.youtube.com/watch?v=8BFwCXKkQPg 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. https://www.youtube.com/watch?v=JpgAUjCBchg 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

Incident at "special needs" Dehradun school exposes gaps in protection of neurodivergent children < Back News, Neurodiversity, Parenting Autistic brothers raped, burnt with cigarettes at boarding school Incident at "special needs" Dehradun school exposes gaps in protection of neurodivergent children MMS Staff 3 Jun 2025 4-min read A disturbing incident in Dehradun, Uttarakhand, has brought the urgent need for robust child protection and neurodivergent safety in India to the forefront. Two autistic brothers, aged 9 and 13, from Moradabad, Uttar Pradesh, were allegedly raped and physically assaulted at an unlicensed boarding facility. A staff member has been arrested, and the incident has exposed significant regulatory failures in special care institutions across the nation. The alleged abuse against autistic children came to light last Friday when the boys' mother visited them at the school, a facility presented as a boarding option for autistic children with special needs. Upon seeing their mother, both children reportedly disclosed an ordeal that began shortly after their admission in April. Horrific details of the alleged abuse emerge The mother had admitted her sons to the school following her husband’s death, seeking a care solution that would allow her to manage her job. She located the special needs school online. Her recent visit, however, uncovered the alleged abuse. The children identified the accused as Monu Pal (also known as Sonu), 29, from Ghazipur, Uttar Pradesh. They alleged he used an iron rod to beat them, burned them with cigarettes to instill fear and silence, and subjected them to molestation and rape. This grim testimony highlights the critical need for comprehensive caregiver background checks in India. Police action and ongoing investigation The mother immediately filed a formal police complaint. Superintendent of Police, Dehradun City, Pramod Kumar, confirmed that a case was registered under sections 64(2) (rape) and 115(2) (voluntarily causing hurt) of the Bharatiya Nyaya Sanhita (BNS), along with relevant sections of the Protection of Children from Sexual Offences (POCSO) Act. Monu Pal, who resided at the school’s boarding facility, was arrested and jailed. Kumar stated, “The accused, who was staying at the school’s boarding facility, was tracked down. He was arrested and sent to jail.” He added: “We seized the DVR of CCTV cameras installed inside the boarding facility, which was opened three months ago in a four-room residential building. We are also trying to contact the parents of the other two children staying with the two victims.” Police facilitated interviews with the two brothers, utilising translators from the Child Welfare Committee (CWC) and assistance from the State Commission for Protection of Child Rights (SCPCR). CCTV footage from the boarding house has been secured as evidence, aiding the Dehradun child abuse investigation. Unlicensed operations uncovered: a systemic failure The Chairperson of the SCPCR, Geeta Khanna, revealed significant operational irregularities. According to Khanna, the unlicensed boarding school was being run by a woman without the necessary legal permits. It housed autistic children, including the victims, who reportedly slept on bunk beds in the same room as the accused. This lack of authorization underscores severe flaws in special needs school regulations in India. Khanna further stated, “A woman was running a special school for persons with disabilities, and first of all, it did not have the necessary permissions to operate such a facility. Recently, they hired the accused, Sonu, but his police verification was not done, and we could not find any appointment letters.” It was also disclosed that the woman operated a separate ‘prep school’ for special children nearby, which had 15 students, four of whom opted for the boarding facility. The trust allegedly operating these facilities was registered in Delhi but had failed to inform local authorities about either. Khanna indicated that Monu Pal was hired on May 16, with the alleged abuse commencing soon after. The sexual harassment allegations have led to the closure of the illegally run boarding school. The investigation is ongoing. The identity of the victims has been withheld in accordance with Supreme Court directives. A deeper crisis: Ensuring safety for Neurodivergent lives Every time news of such horrific abuse against autistic and neurodivergent individuals surfaces – whether in India, or across the globe – it chips away at our hope for a truly inclusive and safe world for neurodivergent people. These stories are not isolated incidents; they are symptomatic of a pervasive societal failure to protect those who are often misunderstood and marginalised. The heartbreaking truth is that no place, no country, feels entirely safe for neurodivergent children and adults. While accountability is pursued, the deeper questions remain: How could this happen? And more importantly, how do we prevent child abuse in special needs facilities? This agonising incident, among many others, underscores the critical need for constant vigilance and robust support systems for neurodivergent children and adults, especially when placed in institutional care. We don’t know how many more institutional abuse stories like this go untold. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Diagnosed with endometriosis, PMDD, and PCOS, Hadid says she wants real change in workplace policies < Back Gender, Health, Work "It should be illegal to work on your period," says supermodel Bella Hadid Diagnosed with endometriosis, PMDD, and PCOS, Hadid says she wants real change in workplace policies MMS Staff 29 May 2025 2-min read When Bella Hadid speaks, people listen. But this time, the 27-year-old supermodel isn’t trending for a runway walk, a red-carpet look, or her signature street style. Instead, it’s a raw, radically honest statement about period pain and the right to rest that has people talking. In a recent interview with Vogue UK, Hadid dropped a line that’s already ricocheting across social media: “You’re shooting Victoria’s Secret on your period, with endo. That should be illegal.” Bella wasn’t exaggerating. She was speaking from lived experience, one that mirrors the silent struggle of millions across the world. Diagnosed with endometriosis, PCOS, and PMDD, Hadid knows firsthand what it means to perform in public while your body is shutting down in private. Period pain isn’t “just” period pain Hadid’s remark may sound dramatic to some, but anyone familiar with these conditions knows it’s anything but. Endometriosis is a chronic illness where tissue similar to the uterine lining grows outside the uterus causing severe pelvic pain, nausea, fatigue, and sometimes infertility. Premenstrual Dysphoric Disorder (PMDD), on the other hand, is a debilitating form of PMS marked by intense mood swings, depression, and anxiety in the lead-up to menstruation. Add PCOS (Polycystic Ovary Syndrome), which can disrupt hormone levels and cause irregular cycles, and what you get is a physically and emotionally exhausting reality that millions of menstruators live with, mostly in silence. Hadid recalled being just 17 or 18 when she was thrown into the high-stakes world of fashion, often expected to perform on days when she could barely stand. “We should literally ban women working during the week of their period. And the week before, to be honest,” she said. While the word “ban” may feel too stark, the sentiment points to something deeper: people shouldn’t have to choose between their health and their job. Paid menstrual leave should be a choice, a right, and never a reason for shame. Real stories, real struggles When Much Much Spectrum shared Bella’s statement on Instagram, the comments section lit up, not with hot takes, but with lived experiences: I have PMDD. The last two weeks (week 3 and 4) of my cycle are HELL. I usually can’t get out of bed for a week besides to eat and use the bathroom. Leave during this time of my cycle would have saved me from getting fired from SO MANY JOBS. — @rainbow_robbins Yes to the choice of taking paid leave!!! — @a.rosemedia Speaking as a hard-working woman who’s ended up in the ER multiple times due to menstrual pain, it should be a right. At least the right not to hear supervisors say: ‘If you need a day off to menstruate in peace, maybe this isn’t the place for you'. — @angelic_stargaze These aren’t rare stories, they’re just rarely spoken out loud. Period leave isn’t a perk. It’s policy. Globally, menstrual leave is slowly gaining ground, with countries like Spain, Indonesia, Japan, and Zambia offering various models. But in most places, including India, it remains a taboo subject. Even when policies exist, they’re underused due to stigma, internalized guilt, or outright workplace hostility. Bella’s comment, part frustration, part advocacy, shines a spotlight on an uncomfortable truth: we still live in a world where menstruation is treated like a personal inconvenience instead of a public health issue. What if instead of minimizing pain, workplaces acknowledged it? What if people didn’t have to fight to be believed? Not just a women's issue, a workplace issue Bella Hadid’s words aren’t about banning work. They’re about rethinking what it means to work with dignity. For those living with chronic menstrual conditions, rest isn’t indulgence, it’s survival. And menstrual leave is freedom from shame. Paid leave won’t fix the systemic gaps overnight. But it’s a starting point. A way to say: your pain is real, your health matters, and no one should have to suffer in silence to keep a job. Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

Celebrating individuality and self-acceptance < Back Me As Me: Celebrating Self Acceptance Celebrating individuality and self-acceptance The "Me As Me" campaign was developed to address the pervasive marginalization and underrepresentation of neurodivergent and disabled individuals in media, workplaces, and society at large. The focus was on elevating voices from the South Asian context, particularly India, to showcase our lived experiences and challenging societal perceptions. The topics of navigating puberty, self-identity, dating, and entrepreneurship were chosen due to their critical importance in the lives of young neurodivergent and disabled individuals, areas often fraught with unique challenges and societal stigma. https://www.youtube.com/watch?v=OiTp-nehzdA Relevant data & insights: Women with disabilities hold only 2.3% of decision-making positions globally Disabled women face a significantly higher risk of violence compared to non-disabled women. Autistic teenagers experience heightened sensory sensitivities and social interaction difficulties, increasing the risk of bullying. ADHD teenagers struggle with impulse control and emotional regulation during puberty. Individuals with autism find romantic relationships challenging due to difficulties with social cues and communication. Autistic women often engage in masking behaviors , leading to increased stress and mental health issues. Disabled entrepreneurs face barriers such as limited access to funding and societal stigma , which hinder business growth. Our approach: We aimed to provide an authentic platform for neurodivergent and disabled individuals to share their stories, emphasizing their strengths, challenges, and aspirations. The campaign was structured to create a multi-format, cross-platform narrative that would engage a diverse audience and foster greater understanding and empathy. https://www.youtube.com/watch?v=peMN_JW1ztg Campaign objective & goals: To raise awareness about the challenges faced by neurodivergent and disabled individuals. Promote better support systems for disabled and neurodivergent entrepreneurs Increase representation of neurodivergent individuals in media and workplaces. Educate parents, teachers, and caregivers on the needs of neurodivergent youth during puberty. Challenges: Ensuring authentic representation of diverse experiences. Addressing societal stigma and misconceptions. Reaching and engaging a wide, diverse audience. Solutions devised: Target audience: young adults on the neurodiversity spectrum or identifying as neurodivergent, caregivers, educators, parents, caregivers, business leaders, investors, and the general public. Narrative: centered around lived experiences, the narrative was designed to be both educational and empathetic. Topicality: focused on timely and relevant issues such as identity, mental health, friendships, love, dating, and entrepreneurship, and released around Neurodiversity Celebration Week. Deliverables: Short documentary films x 2: 'Unmasking Autism' and 'Entrepreneurs with Autism, ADHD & Down Syndrome'. Ancillary assets: 5+ x reels 10+ x carousel posts 15+ x stories Platforms: YouTube: For broad reach and accessibility. LinkedIn: Targeting professionals and business leaders. Instagram & Facebook: Engaging a wider, younger audience through visual storytelling. Length: The campaign ran for over 3 months, with continuous engagement and content updates to maintain traction and visibility. Impact: Views: 500,000+ Reach: 1 million+ across social platforms. Engagement: 1k+ shares , 500+ comments highlighting empathy and understanding. Reception: Overwhelmingly positive, praised for authentic portrayals and sensitivity. Media & Ancillary Extensions: “Unmasking Autism” was screened at the Pride Filmtage Bremen Film Festival in Germany, 2023. The campaign was featured in a half-page article in the popular Mumbai tabloid Mid-Day. Learnings: The campaign successfully met its objectives of raising awareness and fostering empathy among its intended audience. Challenges were effectively addressed through thoughtful storytelling and strategic dissemination of multi-format content. Continuous engagement and authentic representation were key to the campaign’s success. Way forward: Expanding the campaign to include more stories and voices from the neurodivergent and disabled communities. Developing additional educational resources for parents, educators, and employers. Continuing to foster partnerships with organizations to support inclusive practices and policies. Exploring new platforms and media formats to reach an even broader audience. By creating a platform for neurodivergent and disabled individuals to share their stories, the 'Me As Me' campaign has taken a significant step towards inclusivity and representation. The continued efforts will aim to build on this foundation, driving further change and awareness. WhatsApp Facebook X (Twitter) LinkedIn Copy link Much much relate? Share it now! < Back CAMPAIGNS

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. https://www.youtube.com/watch?v=LfClpKiuJyg 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

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

Dealing with mental health struggles, well-meaning ableism, finding community & self-acceptance < Back Neurodiversity, Gender, Health Life with Tourette Syndrome as an Indian woman - Manisha’s story Dealing with mental health struggles, well-meaning ableism, finding community & self-acceptance Manisha Manoharan 7 Jun 2024 9-min read Trigger warning: This blog post contains sensitive content related to suicide and mental health challenges. The content may be distressing or triggering for individuals who have experienced similar struggles or who are currently facing mental health issues. If you are experiencing thoughts of self-harm or suicide, or if you are in crisis, please seek immediate help from a mental health professional, counsellor, or emergency services in your area. You are not alone, and support is available. As much as I am a movie buff, it makes me very anxious every time I want to watch a movie in a theatre. Because, as the film progresses, so do my tics. And the concerned stranger in the neighbouring seat always makes it a point to check in on me to see if I am choking myself to death. As always, I explain to them that I am not dying. And that I have Tourette Syndrome which causes my body to twitch and have ‘tics’. Then my neighbour goes on to tell me about how they had never heard of something like that and ask me why I wouldn’t just “control” my tics because it was distracting to them. Trust me. If I could, I would. But I can’t. So, I won’t. You know why? Because Tourette Syndrome can be very painful and debilitating. The more I try to control or suppress my tics, the worse they get. Would you rather want me to constantly feel pain in my body so you can relax? Imagine getting bitten by a thousand fire ants all at once and fighting the urge to scratch the bites. That’s exactly what it feels like when trying to suppress a tic. I could still try to suppress them but that would make me more anxious and stressed, intensifying my tics which eventually wears me out. And tiredness just amplifies the cycle! And it hurts physically, emotionally, and mentally. Tourette’s hurts So, this Tourette’s Awareness Day, observed annually on 7th June, I want to talk about my journey with Tourette’s and how wide-spread awareness of this debilitating condition can go a long way in supporting people like me. What is Tourette Syndrome? It is a neurological condition characterised by repetitive, involuntary movements and vocalisations called tics which commonly start during their childhood, around the ages of 6-8 years. There are different types of tics: vocal tics such as grunting, coughing, sniffing, sighing; simple motor tics like rapid eye blinking, winking; and complex motor tics such as head jerking, neck twisting, shoulder shrugging, and abdominal wall jerking. And no. It is not contagious. You will not “catch tics” from me if you are seated beside me or involved in any relationship with me. Some people have tics where they uncontrollably swear, and this condition is known as coprolalia. Unfortunately, whenever Tourette’s was represented in mainstream media, most often, the focus has been on coprolalia even though research states that only 1 in 10 people with Tourette’s have this condition. This has also contributed to creating a negative bias on people with Tourette’s which in turn affects their personal and professional lives. The cause of Tourette’s is yet to be determined. However, there is plenty of research that suggests that the occurrence of Tourette’s is linked to genetics and pregnancy-related complications. My family believes in the myth that it is past-life karma and/or a generational curse. To each their own. And I? I honestly couldn’t care less why I have Tourette’s. All that matters to me is what I do with this lived experience. I had my onset of tics when I was about 6 years old, thanks to a neighbourhood boy who believed I was infatuated with him because I kept winking at him uncontrollably and I had no awareness of that! My ophthalmologist wrongly attributed my strange behaviour to excessive television-time which then led to my parents taking away the one element of joy in all our lives — the television. But that did not discourage me as I continued to wink uncontrollably at a space that once held the magic box that taught me about the world outside. It was only in early 2021 that I understood and acknowledged that what I had was not merely a bunch of odd-looking physical movements. What I had had a name — Tourette syndrome. Growing up in a country like India where if you do not conform to the conventional standards of normalcy, beautiful or healthy, especially if you are a girl, you are considered an abomination. A burden to the family that chose to bring you into this world. Although my parents are postgraduates in science and medicine, Tourette’s has always been something of an extraterrestrial phenomenon for them to comprehend. They have always loved me the most and do their best to protect me from the prying eyes of society, in hopes that there will be a cure to this someday. Here’s the thing – Tourette’s has no cure. So, I had to do what I did best – masking my tics and letting loose when I was on my own, with arms and legs flailing around like an inflatable tube man, because the people around me found my tics “awkward”. That made things worse. It destroyed my mental health, made me constantly feel like an imposter, and left me feeling that the real me wasn’t worthy of love and acceptance. The worst of all the evils was that I had no understanding of Tourette’s myself to make sense of why I was the way I was. I believed something was wrong with me and needed to be corrected and gave into the weight of people’s unsolicited advice and remarks that buried me alive. “Have willpower and you can control it!” “Don’t let your tics get the better of you. You MUST control it!” “There is nothing called tics. It is just all in your head!” “You don’t need therapy. You need an exorcism!” “You are ugly and demented. No wonder you are seeking attention with your tics!” “You need to be more religious. God is punishing you for not performing your rituals.” “Lose weight and your tics will vanish!” “No one will want you or love you if you have tics.” From self-proclaimed life coaches to neurologists, I went around trying to find answers but everywhere I went, I hit a dead end. When my mental health plummeted in 2014, I was recommended to see a psychiatrist who put me on a cocktail of drugs, possibly to numb my brain. Did it help? I don’t think it did because all I could remember was feeling extremely drowsy with my emotions caught in the crossfire of suppressed neuronal activity. On a fateful day, after a nervous breakdown, I wilfully overdosed myself on the pills. Developed a second-degree heart block, with tubes down my nose pumping activated charcoal. I was hospitalised for a week, being chastised by every other person who assumed to have a right to tell me about how ungrateful and foolish I was in trying to take my life. The tubes down my nose flushed out the toxins along with the last ounce of hope that was hanging by a thread. Somehow it seemed to have missed everyone’s spectrum of thoughts and judgements that I wasn’t giving up on life because I felt hopeless. Rather, I was crying out in pain loudly, for the world to hear. It was a cry for help. For someone to show me even the tiniest ray of light in a world where darkness seemed to drown me. In hindsight, I realised that the only person who could save me then and make me the woman that I am today was myself. But I did not do that alone. I was blessed with an inner circle that accepted me for who I was, loved me, pushed me to be better, and comforted me when the world seemed to be against my existence. It was the faith they had in me that gave me the courage to make the bravest move of my life – moving to the UK. Why is Tourette Syndrome Awareness important? Despite the unbearable cold, the lack of sunshine for most months, and the constant struggle to sustain myself financially, I have found my freedom and the strength to be myself in the UK. I tic wherever I want, whenever I need to. It isn’t my tics or my bodily appearance that people here base their perception of me on. For the first time in my existence, I felt like I could breathe freely. I didn’t have to mask or drain myself at the quest of being someone else. I could be my authentic self. That got me wondering, why the UK was able to give me what I could never receive from my own family and people. It is because of the higher levels of awareness and efforts at breaking the myths and stigma around Tourette’s in the UK that helped more people to accept and embrace people like me. In the words of the American actor, Dylan McDermott, “Once you understand that someone has Tourette’s and they can’t help their tics, it takes away the distraction. And you can engage your compassion. You feel for them. You embrace them.” Let me give you another example. Lewis Capaldi in an interview talked about his Tourette’s, just a few weeks before his concert in Frankfurt in 2023. At the concert, he started experiencing severe tics and stopped mid-song. Do you know what the audience did? No, they did not boo him off the stage. Instead, the entire audience made a powerful gesture to assist him by singing the rest of the song for him till he could feel better. That is what happens when there is awareness created around this debilitating condition. I agree not everyone with Tourette’s is a celebrity with a massive fan following. But ensuring that their environment and the people in it are aware of their condition can significantly enhance the life experience of people with Tourette’s. This also facilitates inclusion and dispels the myths and stigma associated with the condition because 75% of people with Tourette’s say they feel compelled to hide or mask their tics out of the fear of stigma and discrimination. It’s not just tics. Tourette’s has a number of co-occurring conditions or comorbidities that include attention-deficit hyperactivity disorder (ADHD), obsessive compulsive disorder or behaviours (OCD/B), and autism spectrum disorder (ASD), whereas some of the common coexistent problems include anxiety, depression, substance abuse, eating disorders, difficulty sleeping, sensory processing difficulties, and executive dysfunction. And research states that people with Tourette Syndrome and/or Chronic Tic Disorder show an increased risk of suicidal deaths and attempts. Despite these challenges that Tourette’s brings, people who live with it are just as amazing as you and me. In all shapes, sizes, moods, and all of their tics. All they need is someone who has the decency to be humane and empathetic to understand them; to accept them for who they are. Not everyone has the luxury of having an inner circle to rely on or move to a different country to seek freedom like I did. Not everyone dares to speak up in a society that doesn’t accept you if you are different. And not everyone receives a second chance after trying to take their own life. And, that is why more people need to know about this debilitating condition so they can open their minds and hearts to accept their own for who they are. Our country shouldn’t be a threat for people like me to live in. It needs to be the nurturing motherland that we pine for. We owe it to them all – every single soul battling a disability, visible or invisible. Tourette’s or not, if we cannot engage with each other with empathy, we have failed as a race of so-called advanced beings. Manisha Manoharan (she/her) is an Indian woman living in the UK. She identifies as a Neurofabulous Touretter (have Tourette's, ADHD, anxiety and chronic depression, and potentially on the ASD spectrum) You can follow Manisha here . Much much relate? Share it now! WhatsApp Facebook X (Twitter) LinkedIn Copy link < Back SHORTS

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