Ummeed CDC

Ummeed CDC works closely with young people with disabilities, neurodivergent people and their families — in spaces where the most important stories are often deeply personal, easily flattened, and rarely told with enough nuance. That meant these campaigns had to do more than explain. They had to feel recognisable, contemporary and true to the people at the centre of them. For #MeAsMe and Developmental Disabilities India, our 300K+ global community, The Much Much became part of the campaign architecture from day one. We shaped a campaign of eight films around lived experiences ranging from entrepreneurship and gender to sibling relationships, parenting, corporal punishment and the lives of non-speaking autistic people.

Collectively, our audience insights from The Much Much and Ummeed CDC shaped the editorial direction, the films we developed, and the social formats built around them. From research and campaign strategy to direction, production, reels, carousels, publishing and dissemination, Much Much Media handled the full journey with our own platform helping the work reach the audiences it was created for in the first place. The result was a body of work that kept the nuance of each person’s story intact while making complex conversations clear, accessible and socially native.