Final Narrative Report
Launched in 2019, this program heralded the purposeful inclusion of persons with disability in Shujaaz Inc’s media campaigns. We carried out a GroundTruth study to develop a profound understanding of the issue in general as well as of how it is “experienced” (understood, perceived and acted on) by our target audience. This study informed us that there is a high level of knowledge amongst young people on disability, that young people’s attitudes towards persons with disabilities depend on their visibility in their community and that frequent and positive engagements with PWDs goes a long way in improving attitudes. With these insights, we successfully rolled out a targeted media campaign in 2020 and we intend to continue incorporating a disability lens into our communications going forward.