The Client: MassAbility (formerly the Massachusetts Rehabilitation Commission)
The Problem
Our research showed, the idea of disability is still stigmatized across most cultures. And for Asian Americans that stigma is intergenerational and deeply internalized—creating shame around developing a “problem” in the first place, let alone speaking about it or seeking support. Because of this, underreporting and under-diagnosis is a significant concern among Asian Americans.
Many Asian Americans feel their cultural identity has complicated their understanding of a disability, experience, or condition. The language of “disability” connotes weakness and laziness in many Asian American communities—making individuals want to avoid the topic all together. And language and negative stigmas remain significant barriers to access relevant resources.
Shame associated with disability in Asian communities is largely due to cultural collectivism, and the perspective that individuals are interdependent and inseparable from others in their lives. Any sign of “weakness” or vulnerability is perceived as a threat to the preservation of one’s self, family, and community image.
But what if we apply this collectivism to how we approach disability advocacy? What if we remind Asians—those living with disabilities as well as their families and community— that their culture prioritizes communal thinking. It values uplifting and supporting each other, rather than hiding from one another. And to honor it would mean never leaving one of your own behind.
The Goal: De-stigmatize disability among Chinese, Indian, Vietnamese, and Cambodian young adults across Massachusetts.
The Desired Behavior: Chinese, Indian, Vietnamese, and Cambodian Americans living with disabilities seek support from family, community, and organizations.
The Approach: Harnessing the collective
In order to build relationships between MassAbility and the Asian American community, we need to address cultural stigma.
The more Asian Americans share and celebrate their own identity, the more likely it will be that their openness will inspire others to change their own perspectives. In order to move the needle, our approach is to stop talking about disability in the abstract and start talking about what it means to live with a disability.
While many individuals—especially older, first-generation—may be unwavering on their internalized stigma, the younger, second-generations are more open to change. In fact, many are already doing the work to expand their thinking and counter outdated narratives of race, gender, sexuality and other identity factors.
We lean on this youth movement to shift the narrative of how Chinese, Indian, Vietnamese, and Cambodian American young adults perceive disability and normalize seeking support as a sign of community strength—and equip them to to change the minds of their own family and friends, and gradually dismantle stigma.
The Audience Experience: When you embrace life with your disability openly, you expand what’s possible for you and your community.
Current Perspective: I am limited by my disability, and that brings shame on me and my family and our community.
Desired Perspective: Disability is something I live with; and it limits me only when I try to hide it. Seeking the support I need and deserve—from those I love and trust—can make a positive difference in my life and others in my community.
Proof Points:
There is a strong community of people with disabilities who are eager to embrace who you are and how you want to live.
Young people across the world are expanding possibilities around gender, race, and other identities.
Organizations like MassAbility have programs and services developed with people like you in mind.
Voice & Tone: Aspirational, Confident, Supportive
Key Messages:
Living with a disability: Living with a disability means owning your identity, showing up, and being seen. It means embracing who you are and how you experience the world. And leaning on a support system to help you move through it. If “disability” is what limits us, then living with a disability is doing what it takes to overcome those limits. And that’s something we can all be proud of.
You don’t have to do it alone: Asking for help when you need it is a sign of strength. And seeking out resources that will set you up to achieve your goals is one of the most powerful things you can do. When you find allies to propel you forward, you build community and break down barriers.
Change starts with you: Carrying around cultural norms can feel all consuming. But times are changing, and the way things have been don’t need to shape how you see and carry yourself, today and tomorrow. You’re part of a generation that can break cycles of stigma and make choices that will lead to a better future for all of us. When it comes to shifting perspectives, change starts with you.
Different is strong: Our identities contain multitudes. And the things that make us different are the things that make us stronger. We’re a community of individuals who live life unapologetically, in our own special ways. When we embrace who we are, and surround ourselves with others who respect and honor that, we all get one step closer to becoming who we want to be, in community we deserve.