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Empowering Disability: An Initiative to improve Sustainable development model of India

Table of ContentsIntroduction................................................................................................................................................. 2

Problem statement ...................................................................................................................................... 2

Key Impacts of Climate change on people with disability ......................................................................3

Target Audience ..........................................................................................................................................3

Objectives and Goals ..................................................................................................................................3

Positioning strategy..................................................................................................................................... 4

Specific Demographic ..............................................................................................................................4

Supporting MNC’s image ........................................................................................................................4

Statistical tools..........................................................................................................................................4

Advertising Strategy ...................................................................................................................................4

Choice of Media...........................................................................................................................................4

Execution details .........................................................................................................................................5

Promotional Materials .............................................................................................................................5

Impact .......................................................................................................................................................5

References....................................................................................................................................................5

Appendix......................................................................................................................................................6

Section A...................................................................................................................................................6

Section B...................................................................................................................................................7

Section C...................................................................................................................................................8

Section D ..................................................................................................................................................9

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Introduction:“We are not disabled we are differently abled”

The current debate for a new sustainable development model of India includes investment in research and development, strengthening Infrastructure and promoting green India on global scale. However, in this debate of promoting India as emerging power the most important aspect that deserves attention is empowering disability. For a country that is home to 1.27billion people a sustainable development model requires more than investing on R&D and infrastructure. Is India’s development model sustainable?

There are many programs so-called “Yojanas” developed by Government of India and many MNC’s collaborated with NGO’s to support people living below poverty line. However, very few MNC’s have addressed the need in supporting 26.8 million differently able people of India.

9 out of 10 NGO’s haven’t mentioned the impact of climate change on disabled population. 80% disabled population of India are living below poverty line. Differently able people are not only facing economic and social barriers but are also getting effected by climate change, food shortage and water contamination. A leading newspaper “The Hindu” published a column on Feb 29, 2008 which states out of 70 multinational corporations in India 20 don’t give job to people with disability [1]. It is shocking to know MNC’s in India embark only 0.4% jobs to differently able people. I believe, CK Prahalad’s book “The fortune at the bottom of the Pyramid” didn’t make any impact on such MNC’s looking for market opportunities where the base of the pyramid consists of 80% disabled people.

This Integrated Marketing campaign is an appeal to MNC’s with their base in India to follow 5 simple steps by collaborating with NGO’s and Government of India and redefine the sustainable development model by making it accessible for everyone.

Problem statement:Let’s look at some data before defining the problem statement [2].

India’s population: 1.27 billion

Population with disability: 26.8 million (18.63 million in rural areas and 8.17million in urban areas)

It is clear from above data that out of 1.27 billion people 26.8 million are disabled and majority reside in rural areas.

Much has been written about social and economic barriers that is faced by disabled population worldwide. However, there are very articles stressing the impact of climate change on vulnerable people suffering from disability. It is very important to inspect the sustainable development model of any country keeping in mind the 3 legged tool of sustainability. I’ll be addressing the impact of climate change on differently able people as the 3rd leg of sustainable development model, empowering disability in India.

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Key Impacts of Climate change on people with disability [3]-

1. Food shortage leading to malnutrition, especially in children.2. Inaccessibility to clean water, sanitation and hygiene.3. Increasing emergencies due to extreme weather.4. Necessary migration ( not possible due to disability)5. Increasing human security and protection issues due to conflicts resulting from climate

change.6. Decreasing ability to adapt livelihood opportunities.

Let’s make India’s development model sustainable.

Target Audience: This Integrated marketing campaign is an appeal to MNC’s with their base in India to

follow 5 basic steps as part of their CSR initiative and empower disability at all level by making it accessible for everyone.

This campaign also targets Government of India (Ministry of Home and Affairs) for their support in uplifting this cause by developing proper census data accounting disabled population.

NG0’s important role in forming coalition with MNC’s and local government will help this Initiative penetrate at grass root level with transparency.

People of India to change their mindset and encourage role of differently able people in every sector and services.

Objectives and Goals:5 simple request to MNC’s as part of their CSR Initiative, based on IDDC’S (International Disability and Development Consortium) sustainable development model.

1. Build a center of excellence for people with disability in one state of your choice in India.2. Collaborate with NGO’s and Govt. of India to develop sustainable goals and targets

explicitly for people with disability living below poverty line.3. Develop data and responses to the effect of climate change on people with disabilities.4. Provide food, water and proper sanitation facilities to disabled people living below

poverty line. Children in rural areas find it tough accessing to proper food leading malnutrition.

5. Encourage full participation of people with disability in every sector and services.

Goals-

This campaign plans to achieve a sustainable development model for India where disability is empowered. 26.8 million People aren’t able to contribute properly towards country’s economy, aren’t accepted well in society and are also getting impacted by climate change. This campaign will redefine the meaning of a sustainable country.

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Analysis of other Advertising campaign in India on Disability:

Only one NGO CBM, International with base in India discussed the impact of climate change on disabled population in their article. Their article focusses on country like Africa and talks about collaboration with other International NGO’s. Their few implementation strategies which involves high budget and proper involvement of government may be tough in practical application if we look at Indian Scenario.

Positioning strategy:Specific Demographic-

This Marketing campaign is only for people suffering from disability. It involves creating a model where cooperation of MNC’s, NGO’s and Government is required. This campaign specifically targets people with disability living below poverty line in rural areas of India.

Supporting MNC’s image-This campaign will help positioning CSR initiatives of MNC’s with their base in India. It will also provide benefit of acquiring employees in long term.

Statistical tools-It’ll provide a better understanding approach to analytical perspectives of different organization working in empowering disability in India.

Advertising Strategy:1. Start the campaign on Dec4-International day for person with disabilities 2014, creating

awareness about environmental impact on disability in India.2. Conveying the message through different platforms which doesn’t cost such as social

media and disability conferences with a strong message of redefining sustainability through ability.

3. Building up database by communicating with different NGO’s regarding this Initiative.4. Addressing this issue to an existing NGO’s who have strong hold in India in fighting for

this cause.5. Making sure the marketing campaign carries the right message.6. Providing with few promotional materials to different organization to develop

relationship.7. Communicating with MNC’s and finding out their view on this Initiative.8. Final step Involves budgeting for this Initiative which can be achieved through fund

raising events with support of NGO’s and MNC’s throughout India.9. The goal to develop center of excellence for disabled people in one state requires more

budget which can be achieved by cooperation of different philanthropy partners of MNC’s and Govt. Of India.

Choice of Media:The Initial phase of marketing this Initiative will use social media like Facebook, YouTube, Twitter and Pinterest. As using this platform doesn’t cost it’ll be best platform to

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communicate with people and know their views regarding empowering disability. Email to communicate with different NGO’s and Sustainability officers of different MNC’s will be medium for communicating with target audience.

Once NGO’s and MNC’s are willing to contribute for this cause fund raising events can be organized to collect fund for marketing this strategy through print media, T.V channels to make an impact on larger audience.

Execution details:Promotional Materials-

1. Main poster with title Disability: My ability redefines Sustainability (refer to section A of the Appendix) to be uploaded on Facebook, LinkedIn, YouTube and twitter on International day of person with disabilities Dec 4, 2014.

2. A YouTube video on “Redefining sustainable development model of India” to be published on Dec2, 2014 [5].

3. Poster asking people to create better society (refer to section B of the Appendix)4. Poster encouraging disabled people to contribute towards country’s economy (refer to

section C of the Appendix)5. Brochure for MNC’s and NGO’s mentioning 5 simple steps in creating a sustainable

development model of India (refer to section D of the Appendix)

Impact-In two days of execution the campaign received-

1. An email from leading NGO Enable India expressing their view on this issue and also promising to use the promotional materials at different platform.

2. Comment from Engage disability India 2014 expressing their thanks for relating disability to sustainable development of India.

References:1. Kamal Bakshi (2010). Disability and Census of 2011. [ONLINE] Available at:

http://www.thehindu.com/opinion/op-ed/disability-and-census-of-2011/article481023.ece.

2. (2014). Census of India 2011 Data on Disability. [ONLINE] Available at: http://punarbhava.in/index.php?option=com_content&view=article&id=1463&Itemid=758.

3. David lewis (2012). Disability and Climate Change. [ONLINE] Available at: http://www.cbm.org/Disability-and-climate-change-356445.php

4. Bipin Tiwari, (2014.Dec2).Sustainability. Retrieved from https://www.youtube.com/watch?v=QfIcgfewViE

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Appendix:

Section A-

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Section B-

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Section C-

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Section D-

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