For the SBC project, an appropriate communication strategy needed to be developed to support primary health care systems and services in nine rural districts of Gujarat. The core target group comprised persons with disabilities (PWD), families of PWDs, women as a vulnerable group (adolescents, pregnant mothers, elderly and influential women in the community). The campaign focused on reducing the vulnerability of PWDs by synergising people’s positive attitudes, mindsets, and endorsing correct health behaviour at all levels.

The project envisaged deliverables in the form of three to four video spots in Gujarati, which were subsequently aired on Doordarshan Gujarat. The 30 second spots, high on emotional appeal, said: most disabilities can be prevented; early identification and timely medical intervention can reduce the impact of disability; include persons with disabilities in mainstream civil society. The deliverables also included 20 and 10-second versions of the video spots which could be placed in AIR.

There is a long way to go for persons with disabilities to be recognised as an integral part of our society. Sustained efforts and effective tools of communication need to be applied to break down negative barriers and replace them with positive attitudes towards building an inclusive society. This project gave me the challenging opportunity of working in the development sector, and to work at regional level in the information poor areas of India. The insight I gathered is helping me evolve into a better communicator.