Dr. Amo Raju OBE DL is a disabled person with an incredible back story captured in his best-selling book 'Walk Like A Man.' Having defied societal expectations, Amo became a bhangra singer with two recording contracts, CEO of a multi-million pound UK charity, a politician, and recipient of countless awards. Today he enjoys mentoring the next generation of disabled people in leadership positions as well as keynote speeches on international stages.
Dr. Amo Raju OBE DL, Disability Influencer & Ambassador
What inspired you to dedicate your career to advocating for the rights of disabled individuals?
I was 24 years old when I entered the advice and advocacy arena, and during this time, I experienced firsthand the barriers society places before us. As a disabled person myself, I have faced exclusion, discrimination, and countless assumptions about my abilities. Those experiences fuelled a determination to challenge the status quo, not just for myself but for others who I knew deserved dignity, opportunity, and equity. I saw the potential in creating spaces where disabled people can thrive and I believed such efforts could help bring about systemic change. My journey has been about dismantling stereotypes, amplifying unheard voices, and ensuring that future generations face fewer obstacles than I did. Advocacy is not just work for me, it’s a lifelong commitment to justice and inclusion. It’s about proving that disability is not a limitation but a facet of human diversity that enriches society when fully embraced.
As the CEO of Disability Direct, what have been some of the most rewarding initiatives you've led to support disabled communities?
During my tenure as CEO of Disability Direct, some of the most rewarding initiatives I led were those that empowered disabled communities to live with greater independence and dignity. Establishing the Information and Advice Service, particularly the Disability Benefits service, was a highlight, as it provided crucial guidance on rights, benefits, and opportunities. Indeed, before I stepped down from my role, I calculated that every service had raised the spending power of disabled people in my locality by an extra £50m.
I’m particularly proud of acquiring two failing day centers and turning them around into profitable life skills Enabled Centre. The irony being that I was assessed by a ‘professional’, decades earlier to spend the rest of my days as an attendee at one of the two centres. That’s a story for another day. Another milestone was establishing Blue Sky Brokers, which revolutionised social care budget management for disabled individuals.
Every initiative reaffirmed my belief in the strength of our communities. Watching lives change as the charity empowered people to take charge of their futures has been the most fulfilling aspect of my work
Can you share insights from your TEDx talk at the London School of Economics and its impact on your advocacy work?
During my TEDx talk, I shared deeply personal insights about the societal and, indeed, cultural barriers disabled people face and the untapped potential within our community. I emphasised the importance of challenging stereotypes and fostering inclusivity at every level, including education, employment, and public spaces. Speaking at such a prestigious platform allowed me to amplify these critical messages to a broader audience, including future leaders and changemakers.
The impact was profound. The talk sparked conversations that extended beyond the event, leading to collaborations and inspiring others to question existing systems. It reinforced my commitment to advocacy, reminding me that storytelling is the most powerful tool for change. By sharing my journey, I aimed to shift perceptions and energize others to create a more inclusive society.
How did your recent appointment as a Deputy Lieutenant for Derbyshire influence your approach to community service and leadership?
Being appointed a Deputy for The Lord Lieutenant for Derbyshire was a humbling recognition of my lifelong commitment to community service. It deepened my sense of responsibility to champion inclusivity and amplify the voices of marginalised groups. This role has broadened my perspective, allowing me to connect with diverse communities and organisations, fostering collaborations that drive meaningful change.
It also strengthened my belief in servant leadership – leading by example and ensuring that every initiative is rooted in compassion and purpose. This appointment has given me a platform to inspire others, particularly disabled individuals, to see their potential as leaders and changemakers. It’s a reminder that representation matters, and through this role, I strive to create opportunities that reflect the strength and diversity of our communities.
In your experience, what are the current challenges faced by disabled individuals, and how can organisations like Disability Direct address them?
In my experience, disabled people continue to face significant challenges, including inaccessible environments, systemic discrimination, and limited opportunities in employment and education. Societal attitudes remain a barrier, often fuelled by misconceptions about our abilities. The recent pandemic and then the cost-of-living crisis have also disproportionately impacted disabled people, highlighting the huge gap and, dare I say, ignorance within statutory-made policies.
Organisations like Disability Direct play a vital role in addressing these issues. The charity provides tailored support, from advocacy and advice to enabling access to Direct Payments for personalised care. By partnering with businesses and policymakers, it works to influence change, creating more inclusive spaces and opportunities. Education and awareness campaigns are essential to shifting perceptions, while digital innovation can help bridge accessibility gaps. Ultimately, it’s mission is to empower disabled individuals to lead independent, fulfilled lives by breaking down barriers.
What advice would you offer to emerging leaders who aspire to make a meaningful impact in the field of disability rights and social entrepreneurship?
My advice to emerging leaders is simple: lead with purpose, empathy, and resilience. Understand that creating meaningful change in disability rights requires you to listen to those you aim to support—our lived experiences should shape your vision. Never underestimate the power of collaboration; work with diverse stakeholders to build inclusive solutions.
As a social entrepreneur, don’t be afraid to challenge norms and take risks. Innovation often comes from stepping outside comfort zones. Stay grounded in your values but remain adaptable to change. Indeed, I have had to re-invent my own and the purpose of Disability Direct at least three times to stay relevant in an ever-changing environment. Whilst I have attained many accolades on a personal level, success in this field isn’t about personal recognition – it’s about the lives you improve and the barriers you help dismantle. Remember, persistence is key. The journey may be tough, but the impact you can make is worth every challenge.
At all times, lead with integrity – the rest will follow.
Tell us about your greatest career achievement so far.
As the longest-serving CEO of a disability charity in the UK, I was one of the first, if not the first, to set the template for income generation through trading. It is now common practise for many charities to own subsidiary trading arms to inject profits and surpluses back into charitable activity.
If you could change one thing about your industry, what would it be and why?
I’ve encountered varying degrees of frustration with the voluntary and third sectors on countless occasions. However, one of my greatest concerns today is that it seems to be losing its raison d’être. Almost every voluntary sector organisation was founded by a small group of passionate individuals within neighbourhoods and cities, driven by a desire to create a better society or improve systems for their fellow human beings. Over time, these groups grew, becoming influential voices in their areas of expertise. With a core team of dedicated volunteers, they earned the respect and trust of their wider communities.
Yet now, I see charities, CIOs, and CICs forming and, within months, securing enough grants and sponsorships to employ more staff than volunteers. Trustees often prioritise recruiting high-profile executives from private sector backgrounds as their first CEOs rather than fostering leadership rooted in the community or the cause.
I’ve attended far too many meetings where such individuals lacked not only a deep understanding of the sector’s potential but also the most basic knowledge of their organisation’s core beneficiary group.
The sector urgently needs to reflect on and redefine its purpose.
Tell us about a pivotal moment in your life that brought you to where you are today.
The most pivotal moment was when I decided that my lived experience as a disabled person should be for the benefit of my peers rather than be reflected inward, feeding my state of depression. It was then, in 1994, I decided to join a brand new disability charity as a trainee and volunteer. You can find out more in the book ‘Walk Like A Man.’
Read more from Dr. Amo Raju
