Strategic Plan for Changing the Perception of Disabled People in Society
Strategic Plan for Changing the Perception of Disabled People in Society
By Glen McMillan
Vision Statement
To shift societal attitudes and remove barriers so that disabled people are seen as equal contributors in all aspects of life. Society and the environment are the primary disabling factors, and we must challenge and change these structures by ensuring that disabled people are visible, active, and integrated into all areas of public life.
Core Strategy: Normalize Disability by Inserting Disabled People into Society at Every Opportunity
This strategy focuses on increasing the representation of disabled people in media, government, workplaces, education, and public spaces.
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Representation in Media and Advertising
Goal: Ensure that disabled people are present in TV advertisements, journalism, entertainment, and public messaging.
Actions:
- Work with advertising agencies to ensure disabled people are featured in commercials for major brands, everyday products, and public service announcements.
- Lobby film and TV producers to include more disabled characters played by disabled actors in dramas, sitcoms, and reality TV.
- Promote disabled influencers and encourage brands to sponsor them for product endorsements and partnerships.
- Encourage news agencies to hire disabled journalists, reporters, and news anchors to normalize their presence on television and digital platforms.
- Engage with fashion and modelling industries to include disabled models in campaigns, challenging beauty standards and representation norms.
Potential Partnerships:
- Advertising agencies like WPP, Ogilvy, and BBDO
- TV networks, streaming platforms (Netflix, BBC, TVNZ)
- Media companies such as The Guardian, New York Times, RNZ
- Political Representation and Leadership
Goal: Increase disabled representation in government, councils, and leadership roles to influence policymaking.
Actions:
- Advocate for quotas or incentives for political parties to include disabled candidates.
- Support disabled candidates by offering mentorship, networking, and campaign training.
- Create leadership programs for young disabled people interested in politics or governance.
- Lobby for accessible council meetings and parliamentary sessions to ensure disabled individuals can participate.
- Encourage media coverage of disabled politicians and their contributions.
Potential Partnerships:
- Local councils, national political parties
- Advocacy organizations like Disability Rights groups
- Universities and leadership training institutions
- Employment and Workplace Inclusion
Goal: Ensure disabled people are seen as valuable contributors in the workforce.
Actions:
- Encourage businesses to hire more disabled employees through incentives and public recognition programs.
- Highlight successful disabled professionals in media campaigns to challenge stereotypes.
- Work with companies to create inclusive workplace policies such as flexible work arrangements and accessible office spaces.
- Develop mentorship programs pairing disabled job seekers with industry leaders.
Potential Partnerships:
- Corporate organizations (Google, Microsoft, Air New Zealand, Fonterra)
- Employment advocacy groups (Workbridge, Disability Employment Australia)
- Government labour departments
- Accessible Public Spaces and Infrastructure
Goal: Remove environmental barriers and create spaces where disabled people can participate fully.
Actions:
- Work with urban planners to ensure all new public projects are fully accessible.
- Lobby local councils for more wheelchair-accessible playgrounds, transportation, and buildings.
- Promote universal design principles in architecture, ensuring all spaces are welcoming to everyone.
- Encourage disability-friendly cultural events such as music festivals, theatre performances, and sports events.
Potential Partnerships:
- City councils, architects, and urban designers
- Public transport authorities
- Event organizers and venue operators
- Education and Schools
Goal: Integrate disability awareness into education from an early age and ensure disabled students have equal access to learning and leadership opportunities.
Actions:
- Disability Awareness in Curricula
- Introduce disability inclusion courses in primary, secondary, and tertiary education to normalize disability and promote awareness.
- Integrate disability history and rights education into subjects like social studies, health, and ethics.
- Develop interactive classroom activities that encourage students to understand and empathize with the experiences of disabled people.
- Encourage storytelling and discussions where disabled individuals can share their experiences with students.
- Representation of Disabled Teachers and Role Models
- Recruit and support disabled educators by ensuring accessible workplaces, flexible teaching arrangements, and financial support for adaptive technologies.
- Feature successful disabled professionals and leaders in career guidance sessions and motivational talks.
- Encourage mentorship programs where disabled students can connect with role models in their fields of interest.
- Inclusive Learning Materials and School Books
- Develop children’s books, educational resources, and school materials that feature disabled characters as ordinary members of society, not just as symbols of struggle or inspiration.
- Partner with publishers to ensure that textbooks, digital learning platforms, and educational TV programs include positive disability representation.
- Make all school materials accessible, including braille books, audiobooks, captioned videos, and easy-read documents for neurodiverse students.
- Accessibility in Schools and Universities
- Ensure all educational institutions are physically and digitally accessible by enforcing universal design principles in classrooms, libraries, playgrounds, and digital platforms.
- Develop scholarship programs for disabled students to encourage their participation in higher education and leadership roles.
- Advocate for disability-inclusive teacher training to equip educators with the skills to support disabled students effectively.
- Leadership and Social Inclusion in Schools
- Encourage disabled students to take leadership roles in student councils, debate clubs, and extracurricular activities.
- Develop peer support programs to foster friendships and teamwork between disabled and non-disabled students.
- Host inclusive sports and arts programs to ensure disabled students can fully participate in school life.
- Recognizing and Supporting Online Educational Initiatives
- Recognize and financially support online platforms, courses, and social media initiatives that promote disability inclusion and education.
- Fund e-learning platforms and virtual mentorship programs that cater to disabled students, particularly those in remote areas or who face mobility challenges.
- Support disabled content creators, educators, and advocates who use digital platforms (such as YouTube, TikTok, and online forums) to teach disability awareness and inclusion.
- Encourage tech companies to create and fund assistive technologies that enhance online learning accessibility, such as AI-driven captioning, voice-controlled interfaces, and gamified educational experiences.
Potential Partnerships:
- Ministry of Education – for integrating disability awareness into national curricula.
- Universities and teacher training programs – to develop inclusive teaching methodologies.
- Children’s book publishers and digital content creators – to create accessible and diverse learning materials.
- EdTech companies (Google, Microsoft, Coursera, Udemy, etc.) – to support online learning tools tailored for disabled students.
- Social media platforms and crowdfunding initiatives – to amplify the reach of digital disability education.
- Social Media and Public Campaigns
Goal: Change attitudes through viral campaigns and social media engagement.
Actions:
- Launch a global hashtag campaign like #DisabledAndProud to showcase the achievements of disabled people.
- Create short videos and testimonials highlighting the contributions of disabled people in various fields.
- Collaborate with influencers and celebrities to spread awareness.
- Develop a storytelling platform where disabled people can share their experiences.
Potential Partnerships:
- Social media platforms (Meta, TikTok, YouTube)
- PR firms and marketing agencies
- Influencers and celebrities
- Community Engagement and Events
Goal: Foster inclusive communities through local initiatives.
Actions:
- Organize inclusive sports events and competitions that celebrate disabled athletes.
- Host community workshops on disability rights, accessibility, and inclusive practices.
- Create public art installations showcasing the experiences and contributions of disabled people.
- Develop programs in libraries, museums, and theatres to feature disabled artists and creators.
Potential Partnerships:
- Local community groups and NGOs
- Cultural institutions and art galleries
- Sports federations and Paralympic committees
- Policy and Legal Advocacy
Goal: Enforce legal protections and promote disability rights.
Actions:
- Push for stronger anti-discrimination laws and enforcement.
- Advocate for accessible voting options so disabled people can fully participate in elections.
- Work with human rights organizations to challenge discriminatory practices.
- Ensure companies and public institutions comply with accessibility laws.
Potential Partnerships:
- Human rights organizations (Amnesty International, Disability Rights Commission)
- Lawmakers and policy advisors
- Legal advocacy groups
Measuring Success
To track progress, the following indicators will be used:
- Media Monitoring: Increase in disabled people featured in TV ads, films, and news.
- Political Representation: Growth in the number of disabled politicians and council members.
- Employment Rates: Higher participation of disabled people in the workforce.
- Public Perception Surveys: Improvement in attitudes towards disability in social research.
- Policy Changes: Implementation of accessibility reforms at local and national levels.
Conclusion
Changing the perception of disabled people requires a multi-pronged approach. By embedding disability into every aspect of society—from media to politics, employment, and education—we can create an environment where disability is seen as a natural part of life rather than an exception.
This strategic plan provides a roadmap to challenge barriers, shift mindsets, and create lasting change. With collaboration and persistence, disabled people will not only be visible but celebrated for their contributions to society.
Glen McMillan
CEO Disability Leadership New Zealand
CEO Disability Advisory Group New Zealand
CEO Children with Disability New Zealand
CEO ACC Advocates New Zealand
61 Riverside Drive
Riverside
Whangarei
0112
021 685 400