Volume 3 Issue 7 - April 01, 2005
‘Public interest' advertisement on road safety outrages sensitivity
DNIS News Network - A public interest advertisement issued by the Department of Road Transport and Highways hurts the sentiments of several disabled people in its interpretation of the wheelchair.
A ‘public interest' advertisement, issued by the Department of Road Transport and Highways, depicting a wheelchair flashing a number plate and the slogan, “Drink, drive and this is what you may end up riding”, has appeared in several English dailies in March. The wheelchair was intended to be a humiliating future, a punishment, doled out to drunken drivers, in the same way as children are disciplined with empty threats and reprimands. Though the advertisement is not empty in meaning, it implies that every wheelchair user got into that position due to irrational or irresponsible behaviour. It also carries the atrocious statement of guilt that a wheelchair is the penance one pays for past sins!
A letter of protest, sent to T.R. Balu, Minister for Shipping, Road Transport and Highways, by N.C.P.E.D.P., argues that the advertisement could be damaging to the psyche of millions of disabled people in the country, who are battling with society for acceptance and inclusion. The wheelchair in the advertisement becomes the embodiment of everything a non-disabled person would be terrified of, and that in turn could wrongly govern his approach towards disabled persons. N.C.P.E.D.P. had earlier also issued a Press Release requesting the media to boycott such advertisements.
It is understood that the government is using all methods and media to ensure the safety of Indian citizens, but it should not forget the sensitivities of the vast minority of Indians who are trying their level best to be a part of mainstream society. Insensitive depictions such as these could have long-term implications on the minds of millions of non-disabled and disabled people.
DNIS is produced and managed by:
National Centre for Promotion of Employment for Disabled People
Draft Mental Health Care Bill
- List of Awardees 2013 :NCPEDP MPHASIS Universal Design Awards (1.44 MB)
- List of Awardees 2012 :NCPEDP MPHASIS Universal Design Awards (804 KB)
- List of Awardees 2011 :NCPEDP MPHASIS Universal Design Awards (864 KB)
- List of Awardees 2010 :NCPEDP MPHASIS Universal Design Awards (623 KB)
SHELL HELEN KELLER AWARDS
NCPEDP-Shell Helen Keller Awardees 2013
New Disability Law
- Arjun Singh announces plan to make education disabled-friendly by 2020
- IIT Delhi shows its true colours
- GAIL dismisses disabled employees
- U.D.S.P.A. threatens mass agitation
- Advertising gimmick or sheer insensitivity
- ‘Public interest' advertisement on road safety outrages sensitivity
- Towards a disabled-friendly Lucknow
- N.C.P.E.D.P. launches training programme in Mumbai
- Legal cell in Orissa to support disabled people
- Tsunami-affected families to get psychosocial relief
Disability News and Information Service is produced and managed by: