Yash Charitable Trust

Yash Charitable Trust has spent years creating real pathways into employment for people with developmental and intellectual disabilities through training, placements and Cafe Arpan in Mumbai. For Breaking Barriers, Building Careers, the opportunity was to show what that inclusion looks like once it moves from policy into everyday working life.

We built the campaign around lived experience, not messaging. Employer stories from Soho House and The Chocolate Room sat alongside the voices of disabled and neurodivergent professionals themselves, while an audience-informed roundtable opened up conversations around work, dating, marriage and perception in a way that felt young, candid and social-first. The Much Much was part of that process end-to-end — helping shape the themes through audience insight, informing the editorial approach, and giving the finished films, reels and social content a relevant community to travel through. Much Much Media then carried the work from concept and production through to publishing and dissemination, making the campaign feel specific, contemporary and rooted in the lives of the people at its centre.