Superstar Salman Khan's Being Human Foundation has joined hands with a news channel to launch Veer, a two-month-long media campaign showcasing case examples of Persons with Disabilities (PwD), who have succeeded in their endeavours on the strength of their self-belief.
Aerated drink Thums Up has joined hands with its brand ambassador Salman's Being Human Foundation and CNN-IBN for the campaign, which has American India Foundation (AIF) as implementation partners.
The initiative aims to reach out to PwDs with skill training and employment opportunities. It will also raise advocacy on issues revolving around inclusiveness, employability of PwDs and workplace accessibility.
In its first phase, the campaign aims to collect funds to train and economically empower at least 1,000 PwDs.
"Together with Thums Up, Being Human has launched Veer, a campaign that recognises the potential of differently abled individuals and provides them with a level playing field," Salman, who starred in a 2010 film of the same name as the campaign, said in a statement.
Towards the cause, several panel discussions are set to be held with participation from noted names from the government, corporates, NGOs, policy makers and donors of the campaign to discuss on the way forward to empower the country's specially-abled.
The launch episode of Veer, which will be aired Saturday, will introduce the viewers to the idea behind the campaign and it will tell how every Indian can get involved.
The series with four episodes will run in conjunction with digital platforms.