Letting Go of Disability Stigma: A Youth Movement Campaign
The Client: MassAbility (formerly the Massachusetts Rehabilitation Commission)
The Problem
We know that young people with disabilities are particularly impacted by the same social and economic barriers that affect all people with disabilities. Many also lack community and support from organizations, government, or peers. Most young adults don’t identify as disabled and do not want to be seen that way. Experiences of bias and prejudice are so common that there’s an aversion to being categorized as disabled, because of the negative connotations and stereotypes that come along with it. And this means that most young adults don’t identify with the language of “disability,” and won’t seek support from services intended for them because of how they are currently marketed.
But we also know: This generation (young millennials + gen z) have expressed a willingness to shift their perceptions and change cultural narratives. We’re witnessing a global movement of young adults questioning and countering outdated, offensive narratives of race, gender, sexuality and other identity factors.
The Goal: De-stigmatize disability among young adults across Massachusetts.
The Desired Behavior: Build safe, supportive, and sustainable community among young adults in MA living with disabilities.
The Approach: Belonging on your own terms
Shift the narrative of how young adults perceive and understand disability and reduce friction and create spaces for young adults to find community.
To belong is to be authentically you, and be completely seen. Belonging is built in community: with people and in spaces that embrace and celebrate you for you and the life you lead. Belonging is about being fully present and counted in the world. Being a part of something bigger. And belonging starts within—with loving yourself for exactly who you are.
Living life on your own terms means taking control of your narrative, and building a future that is both freeing and fulfilling. Empowering yourself to figure out who you are, who you want to be, and what you want in your life. It’s about having the self-determination to move forward, rather than letting limitations and fear hold you back. When you live life on your own terms, anything is possible.
The Audience Experience: When you embrace life with your disability openly, you expand what’s possible for you and build community with people like you.
Current Perspective: Disability is something that limits me and it changes the way others think about me. It’s not really part of who I am, even though it often impacts how I live my life.
Desired Perspetive: Disability is something I live with; and it limits me only when I don’t speak out and seek the support I need and deserve. Building community with other young people living with disabilities can make a positive difference in my life.
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, Celebratory, 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 doin what it takes to overcome those limits. And that’s something we can all be proud of.
Different is beautiful: Our identities contain multitudes. And the things that make us different are the things that make us beautiful. A community of individuals who live live unapologetically, and in their own special way. When we embrace who we are, and surround ourselves with others who know who they are, we all et one step closer to becoming who we want to be, in community we deserve.
You aren’t alone: Living with a disability can feel isolating, but the truth is you aren’t alone. There’s a community that exists to support you and help you achieve your goals, no matter what they are. And surrounding yourself with those people, in those spaces, 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.
It’s up to us: We all envision a society without disability stigma. A future defined by pride where there was once shame. And that change is up to us. Being young gives us the vigor, enthusiasm and determination to express our opinions, provide original ideas and share the impact of our experiences with others around us. It’s never too late to change for the better.
Let Stigma Go Activation
Learn more about the pop-in event hosted 12/10/24 right outside of the Government Center T stop in City Hall Plaza.
This event brought together residents from across the Commonwealth, fostering connection and encouraging meaningful conversations about disability stigma and resilience. Although the event is over, we're continuing the conversation at r/LetStigmaGo where the public can share their stories and engage with one another.