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FOURTEEN

Changing Attitudes

“Therefore, it has generally come to be the experience of the handicapped of being on the wrong end of judgment made so widely in our society that they, the handicapped, are inferior. That judgment has had, of course, enormous consequences. It means that the handicapped are not persons; it means that they need not be heard; it means that they need not be listened to; it means that we need not act on what they wish us to do; it means that attached to them is a certain stigma and following on this stigma is prejudice, discrimination and finally the tendency to separate them out, to institutionalize them.”

“A York University business graduate said what in her opinion is the real cause for not hiring the disabled. “It’s not that they are not as productive, but rather they are not as attractive, sociable and popular.” She said that in her opinion, this is the reason which determines behaviour towards the disabled.”

“For the most par, people tend to put up mental barriers when they see people with an obvious disability. Unfortunately, almost all commercial advertising and publicity depicts “the beautiful people”. People tend to base their first impression of other people on appearance. When they see someone who is disabled, they too often see the disability as that person’s most significant and outstanding characteristic. Too often first impressions are lasting.”

“One of the most challenging powers against which the disabled constantly strives is that of attitudes. The image of physical perfection portrayed by the media; society’s emphasis of the work ethic as a criteria for usefulness to society; and the public’s concentration on disability rather than the ability are destructive.”

104

ENSURE THE PRESENCE OF DISABLED PERSONS AS CONSULTANTS OR PARTICIPANTS IN FEDERAL ADVERTISING

RECOMMENDATION:

That the Federal Government direct the Minister responsible for Government Communications to develop and implement an advertising policy which will ensure that disabled persons and their concerns are adequately included in Federal advertising.

That an advisory committee of disabled persons and representatives of the advertising sector be established for this purpose.

Very Few: The Federal Government spent $160 million in 1980 to advertise its policies and programs. Very few disabled persons are featured in this advertising. Very few of the ads and commercials are directed to the needs of disabled persons.

Beautiful People: The alcohol and tobacco companies are universally criticized for showing only healthy, happy "beautiful people" in their advertisements. Disabled peo~e suffer heavily because of the fantasy images projected by public media. McCann-Erickson Advertising Agency of Toronto conducted consumer tests which indicate that non-disabled persons become upset with disability because the sight of a disabled person violates their sense of "beauty". It is safe to conclude that this sense of beauty has been strongly influenced by advertising images. The Federal Government should examine its own policies and practices to ensure that it is not contributing to an unreal depiction of a Canadian society in which 2.3 million individuals are physically and/or mentally disabled.

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Disabled people suffer heavily because of the fantasy images projected by public media. McCann-Erickson Advertising Agency of Toronto conducted consumer tests which indicate that non-disabled persons become upset with disability because the sight of a disabled person violates their sense of “beauty”.

105

INSTRUCT FEDERAL EMPLOYEES TO USE APPROPRIATE TERMS IN REFERRING TO DISABLED PERSONS

RECOMMENDATION:

That the Federal Government request the Canadian Human Rights Commission, in consultation with disabled persons and their organizations, to develop and publish a guide on the use of appropriate terminology when referring to disabled persons, and that the Federal Government direct Departments and Agencies to systematically review the use of terms relating to disabled persons and to eliminate the use of terms with a negative or demeaning connotation.

Patronizing: Attitudes and language reinforce each other. Negative attitudes toward disabled persons and patronizing terminology go hand-in-hand. Both must be changed, but the language must come first because words are easier to change than ideas.

Progress: Over the past century, Canadians have changed significantly in their use of terminology which refers to disabled persons. Terms like “criminally insane”, “incurable”, “crippled”, “deformed”, “idiot”, “imbecile”, “moron” , are no longer acceptable. More recently, the use of descriptions such as “old age” in reference to legislation (Old Age Act), have been found unacceptable. The enactment of the Canada Assistance Plan Act in 1966 was an attempt to move away from the categorization of persons to the description of a system which was based upon need -- regardless of the cause for that need.

Too much: There are still terms used which disabled persons find offensive. Use of such terms should cease. For example, “permanently unemployable”, is considered demeaning by persons receiving social assistance payments. They feel that it's bad enough being out of work; it's even worse having to receive assistance from the government; this label is too much to take.

Eliminate: The Committee recommends that the Federal Government review all terminology used by its Departments and Agencies in reference to disabled persons, and to eliminate the use of negative terms.

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106

PROMOTE POSITIVE IMAGE OF DISABLED PERSONS IN KEY AREAS OF SOCIETY

RECOMMENDATION:

That the Federal Government direct the appropriate Departments and Agencies to undertake promotional campaigns in areas such as employment, transportation, access and housing in order to stimulate awareness and encourage positive attitudes.

Awareness: Disabled people can make progress only when two sets of attitudes are changed-their own toward themselves, and the attitudes of non-disabled Canadians. Improved services to the disabled community depend upon a general awareness among the public that disabled persons can function independently within society.

Not Enough: For the most part, public attitudes towards disabled persons have bordered on charity. This "charity" has ensured that disabled persons receive treatment and care, but it has also reinforced barriers which prevent disabled persons from being seen as equal citizens.

The Key: “Equal treatment” is the key to all positive public attitudes toward the disabled. Non-disabled Canadians must be shown that disabled persons can function in a full spectrum of everyday activities related to employment, transportation, access to buildings and facilities, and to housing. Visible minorities and women have faced the same kind of unequal treatment. But attitudes are changing as individuals are shown to the public in a wide variety of “normal” activities and situations. The same must now be done for disabled persons.

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For the most part, public attitudes towards disabled persons have bordered on charity. This “charity” has ensured that disabled persons receive treatment and care, but it has also reinforced barriers which prevent disabled persons from being seen as equal citizens.

107

PRODUCE STAMPS TO COMMEMORATE THE INTERNATIONAL YEAR OF DISABLED PERSONS

RECOMMENDATION:

That the Federal Government the Department of the Post Office to produce a stamp or stamps to commemorate 1981 the International Year of Disabled Persons.

Why Not? A stamp is a small message, but a very big symbol. The Federal Government has marked other International Years with stamps, why not this one? It has produced stamps on a variety of subjects including sports, flowers and birds. A stamp was produced to mark the 1980 World Congress of Rehabilitation International in Winnipeg. The Committee recommends that the Federal Government direct the Department of Post Office to move quickly to produce a stamp to mark the International Year of Disabled Persons, to be available during 1981.