We need disability advocacy and awareness to dismantle barriers, drive systemic change, reshape perceptions, and create a more equitable world where disabled individuals thrive as active, respected members of society.
One way to show your support is by demanding changes in local policies. But if you want to make a bigger impact, video content may be the better way. Video content is a powerful medium for storytelling and spreading awareness.
Whether in short or long form, video can get people emotionally involved a lot faster than text or still images. Plus, it’s the “language of the land” all around social media and online. You just have to know how to use it to drive emotions and spark viewers’ engagement.
In this guide, we’ll talk about how video content can help disability advocacy (we also have some expert insight into this matter) and the tools and strategies to apply. So stay tuned until the end!
Why Video Content Matters in Disability Advocacy
Video content has long been touted as the best driver of engagement. People like storytelling in this format because it’s more impactful. Video is the only format that allows you to enjoy the story through a character’s eyes or connect with the one talking to you through a camera lens.
This aspect matters when you want to drive engagement and inspire people, especially when you want to drive awareness toward more complex issues.
“In the legal field, we use visual storytelling to humanize complex issues and make them relatable. Video content has the power to inspire understanding, spark conversations, and drive meaningful societal change.” – Patrick A. Salvi, Managing Equity Partner & Chairman at Salvi, Schostok & Pritchard P.C.
Luckily enough, we have the best format to do just that: short-form video. In the first quarter of 2024, YouTube Shorts had an engagement rate of 5.91%, TikTok was 5.75%, and Instagram Reels reached around 2%. This shows viewers interact with the content and consider it convincing enough to share.
So, if you want to make a big splash, you can’t go wrong with a campaign designed for the three most popular platforms that brought short-form videos to fame.
Successful Video Campaigns for Disability Advocacy
Video content has been around for a while (short-form is just the newest trend on social media), and ingenious creators have seen its potential and designed impressive campaigns.
Here are some we think you can use as inspiration:
“Yes I Can” by Channel 4 (2016)
In preparation for the Rio Paralympic Games, Channel 4 released the “Yes I Can” video, featuring over 140 disabled individuals, including athletes and musicians. The video presents people with disabilities engaging in various activities, from sports to daily tasks, challenging societal perceptions.
“WeThe15” Campaign (2021)
Launched by the International Paralympic Committee and International Disability Alliance, #WeThe15 is a global movement aiming to represent 15% of the world’s population with disabilities. The campaign’s video challenges stereotypes by portraying individuals with disabilities as ordinary people, focusing on their humanity over their disabilities.
Lindsey Johnson Edwards’ TikTok channel
Lindsey Johnson Edwards uses TikTok to share her daily experiences, challenges, and insights as someone who is living with the ultra-rare CLOVES syndrome. Her videos aim to educate viewers about her condition, destigmatize disabilities, and provide support to others with rare diseases.
Creating Accessible and Inclusive Video Content
Creating accessible and inclusive video content is not just about finding the most impactful way to tell a story about disability. It’s also about ensuring diverse audiences can engage and connect with the content.
This includes adding captions for the hearing-impaired, audio descriptions for the visually impaired, clear visuals, and avoiding fast flashes.
So, besides the usual video editors and design software, you may need some additional tools. For instance, a tool to convert your PDF to JPG online lets you transform documents into graphics, making your content more accessible and visually appealing.
Also, a diverse banner template collection makes your job as a creator easier as it provides inspiration and ideas for a topic that’s not exactly easy to approach. Plus, when you work with a template and include your original documents, it’s easier to avoid accidental intellectual property infringement problems.
We chatted with Christopher Heer, Intellectual Property lawyer at Heer Law, and he told us:
“You can use copyrighted material in video content, but only with proper permissions or under the fair use analysis. Disrespecting the intellectual property of others will only cast a shadow on your inclusivity and accessibility efforts.”
Truly inclusive content focuses on nurturing connection, understanding, and trust. It reflects diverse voices, experiences, and identities, ensuring everyone feels seen and valued.
Leveraging Video Content to Build Awareness
You’ve gathered the best creators in disability advocacy and put together an amazing campaign. How can you ensure it will build up and sweep the online world to raise awareness and get more people involved?
First and foremost, you make full use of social media.
Here’s how:
● TikTok and Instagram Reels help you target younger audiences.
● Facebook is great for groups and communities.
● LinkedIn is a great hub for professional and advocacy-centered topics.
Another way to extend your reach is through collaborations. There are some amazing stories out there about influential people with disabilities creating foundations and organizations to raise awareness and change the world. You could be one of them!
Already established organizations like the National Federation of the Blind or Special Olympics are also great partnership options. They can make sure your videos reach those in need of empowerment and those willing to lend a hand.
Of course, you shouldn’t forget about other channels, like email campaigns, sponsored ads, and even legal advocacy.
We asked E. Ryan Bradley, attorney at The Bradley Law Firm, about his thoughts on legal advocacy for disability awareness, and he said:
“Legal advocacy is a tool that can protect the rights of people with disabilities. It challenges discrimination and influences policy changes. It also amplifies marginalized voices, spotlights injustices, and ensures stories reach broader audiences and inspire meaningful action.”
Wrap Up
There you have it: video content can be a powerful tool in your arsenal! Use it to empower your storytelling and include the tools, templates, and strategies we just shared. Start creating impactful, accessible, and engaging content that truly makes a difference today!
