Driving Awareness for Developmental Disabilities Through Digital Advocacy

Ummeed Child Development Centre
is one of India’s leading nonprofits offering family-centred care to children with developmental disabilities. Ummeed works across four core areas: Clinical Services that offer therapy and empower families; Capacity Building through training programs for teachers, NGOs, and outreach in low-income communities; Advocacy efforts to help families access inclusive education and influence policy; and Research partnerships that contribute to evidence-based practices in child development and public health.

The Challenge

India is home to over 52 million children with developmental disabilities such as autism, cerebral palsy, ADHD, and learning disorders. Yet, resources for families are scarce, and credible, accessible information is even harder to find. Most online content is either too clinical, academic, or not relevant to the Indian context – leaving parents and caregivers confused and relying on unverified sources like social media or blogs.

To bridge this gap, Ummeed launched Developmental Disabilities India on YouTube – a platform offering simple, practical, and trustworthy content tailored for Indian families. While the channel filled a critical need, the next challenge was to amplify its digital reach, enhance discoverability, and ensure that more parents, educators, and health professionals could find and benefit from this much-needed resource.

What We Did

1. Influencer Collaboration with Rithvik Dhanjani

• Partnered with actor and host Rithvik Dhanjani to promote the DDI YouTube channel through his social platforms
• Positioned him as an ambassador for the cause to build relatability and reach new audiences
• Organised in person to encourage families, especially from underserved communities, to visit the Ummeed Family Center

2. SEO & Google Grants Execution

• Designed a dedicated landing page  for the DDI channel within Ummeed’s website to comply with Google Ad Grant policies
• Launched a strategic Google Ads campaign to drive traffic from search to the landing page, and then to the YouTube channel
• Implemented a structured SEO program (on-page and off-page) that improved DDI’s rankings on both YouTube and Google for key disability-related terms

3. Collaboration with RJ Malishka and Red FM

• Partnered with RJ Malishka and Red FM to create conversations about developmental disabilities on International Day For Persons With Disabilities and World Autism Day
• Organised interviews with doctors and therapists from Ummeed who explained the signs & symptoms and busted the myths surrounding developmental disabilities

Outcomes

• Subscriber Growth: DDI YouTube subscribers more than doubled – from 1,500 to 5,000
• Search Visibility: The channel began ranking on the first page of Google for three key disability-related keywords
• Increased Footfalls: The campaign led to increased visits to the Ummeed Family Center, especially from new audiences
• Sustained Traffic: The campaign generated 3,000+ visits per month to the DDI landing page