Fighting Ableism in Azerbaijan through Storytelling and Fashion
The digital campaign implemented by Kekalove Adaptive with support from American Councils for International Education has ended. During a 12-week period, Kekalove Adaptive team constantly curated online content in Azerbaijani to educate the public on disability-realted issues, raise awaraness about very important topics, increase the visibility of disabled people in Azerbaijani media and use storytelling as a way to engage audiences.
The following stories were published:
Aytan and Her Son with No Psychological Problems (Story of the mother who thinks having disbaled friends will ruin her son's psychology)
Murad's Rejected Love (Story of a young man who gets rejected by a wheelchair user girl because of his ableism)
Mushfig and His Uncle (The new head of accessiblity dapertment is the director's nephew. None of them know anything about disability)
Mr. Murtuz's Unnecessary Favor (Old man who runs a grocery store thinks it's appropriate to not charge disabled customers any money.)
Stoneheart Teacher Ulviyya (Tecaher who is as demanding from her disabled students as she's from others gets called cruel)
Nijat's Angry Customer (Local businessman wrongfully thinks a deaf customer will most likely be extremely angry and loses a business.)
Sama's First News (A newbie reporter messes up her first interview with a disabled author)
Zivar the Meatlover (A new visually-impaired neighbor moves into the neighborhood and cooks better than any women in the area. Not everyone likes that).
Mr. Isgandar's New Elevator (A construction worker injures himself on work site and sues his employer to install a new elevator in his building).
Thrifty Mr. Aydin (New head of local theater refuses to install disability-friendly infrastructre in order to cut costs, but doens't know what to do when an all-disabled crew arrives to perform).
Gular's Stingy Friend (Gular thinks her friend who told a disabled beggar to find a place to work is stingy and rude, so she decided to teach him a lesson but gets a lesson herself).
Leyla's American Dress (Leyla wants to find an adaptive dress for herself, but the store clerk says that kind of stuff is only in America).
Kekalove Adaptive also created a colelction consisting of 10 adaptive looks within this project. The following looks were the outputs:
During project period, our campaign reached over 715k Azerbainai citizens online and achieved to bring this important issue up with them. We also achieved over 23k engagement on our social media accounts. Project beneficiaries indicated that the project helped them to fight against discrimination based on disability, support promotion of disability rights, boost their self-confidence, and approach their disability with a more open mind than before. It also changed their families’ and friends’ attitude towards disability more positively. Beneficiaries thought the project was important and made them feel happier, stronger, and sexier.
Support for this project was provided in part by the Projects for All Program, which is funded by the Bureau of Educational and Cultural Affairs of the United States Department of State (ECA) and administered by American Councils for International Education. The opinions supported herein are the organizer's own and do not necessarily represent the views of either ECA or American Councils for International Education.