Media Sensitization - An approach to democratize disability empowerment!

The depiction of disability in the media plays a major role in forming public perception of disability. The Perceptions created by media informs the way people with disabilities are treated in society.The media have been cited as a key site for the reinforcement of mixed images and ideas in regard to people with disabilities.

Societal stigma and gullible values have profusely damaged the progress of the PwDs. Lack of awareness, accessibility; learning opportunities have denied indispensable right of decent livelihood making them vulnerable. Disability has not been accepted as a human diversity, instead, looked upon as a deficiency and defect. This terrible notion had to be changed.

Samarthananam has been a quintessential game-changer in not only the longstanding pathetic mindset but the socio-economic transformation of the persons with disabilities in the Sandbox. Recently, a large chunk found fruitful employment in Aditya Birla Minacs and other major organizations of the country through the Livelihood Resource Centre model. The model, popularly known as Livelihood Resource Centers (LRC) is a gateway to employment and one stop shop for all livelihood needs of the PwDs.

Figure 1: Mr. Bellad speaking about disability and Samarthanam's interventions

This July 23^rd, Samarthanam encouraged big media houses, both from print and electronic divisions to join it for a day’s sensitization programme on key issues and possible solutions pertaining to disability. Around 30 reporters spent their generous time to listen to Samarthanam’s plea and design on making the PwDs strong contributors in India’s growth story. The meeting hall in Hotel Mandar Regency (in Dharwad) was blown away by the thunderous applause to the successful candidates. Gangavva, a brave-heart, who not only defeated the insane mindset of a male dominated society but death itself, spoke and left every soul spellbound.

The C.E.O. of Samarthanam and the mind behind the LRC model, Mr. Rajendra K.R. presented the need to include the people with disabilities in India’s workforce. He also advocated media’s role in publicizing the myths, the abilities, and the opportunities available, all at a hand’s stretch. Veteran Politician and a firm patron of brand Samarthanam in Karnataka; Mr. Chandrakant Bellad venerated Samarthanam’s interventions as divine and sacred work.

Figure 2: Mr. Rajendra, with his presentation on Media's role in empowering the PWDs.

The speech and hearing impaired, the visually challenged, and the locomotor disabled stole the show away by their respective proficiencies. The news appeared in all the major local dailies and television channels giving thick coverage to Samarthanam objectives.

The LRC and Samarthanam as a whole are immensely obliged to the media, Hotel Mandar, and all the stakeholders.

As the LRC saying goes, “Employment is the only Empowerment”!