Down Syndrome South Africa is calling on individuals, schools, communities and businesses to support its Beauty in the Genes campaign this October and help turn awareness into meaningful inclusion.
October marks Down Syndrome Awareness Month, with National Down Syndrome Awareness Day observed across South Africa on 20 October.
To mark the occasion, Down Syndrome South Africa (DSSA) is inviting South Africans to wear jeans and purchase a Beauty in the Genes sticker for R20. Participants can join the campaign on 20 October or during the week leading up to the awareness day.
The campaign aims to start conversations, challenge stereotypes and reinforce the message that people with Down syndrome belong in every part of society.
Inclusion must happen every day
DSSA’s self-advocates have developed the national campaign message:
“Include Us. Every Day. Everywhere. EVERY TIME.”
The message builds on the 2026 World Down Syndrome Day theme, “Together Against Loneliness”, and highlights the relationship between exclusion, isolation and loneliness.
According to DSSA, inclusion should extend beyond awareness days and special occasions. People with Down syndrome should have equal opportunities to participate in education, employment, healthcare, relationships, community life and decisions that affect them.
This means giving learners with Down syndrome opportunities to learn alongside their peers, recognising their skills and potential in the workplace, providing accessible healthcare information and creating opportunities for friendships, recreation and leadership.
It also means speaking directly to people with Down syndrome, listening to their views and including them in decisions about their lives.
How to support Beauty in the Genes
South Africans can take part by wearing jeans, purchasing a R20 Beauty in the Genes sticker and encouraging colleagues, friends and family members to join them.
Participants are also encouraged to share stories and information that challenge stereotypes and promote a better understanding of Down syndrome.
Businesses and organisations can support the campaign by purchasing stickers for their teams, running workplace activations, sharing DSSA’s awareness messages and encouraging employees, customers and communities to participate.
Funds raised through the campaign will support DSSA’s national advocacy, awareness, training and family-support initiatives.
Advancing the rights of people with Down syndrome
DSSA is a parent-led non-profit organisation and the national umbrella body representing regional Down syndrome associations, support groups and outreach programmes across South Africa.
Its work focuses on inclusive education, employment, healthcare access, access to justice and self-advocacy. Through these programmes, DSSA works towards a society in which people with Down syndrome and other intellectual disabilities can participate meaningfully and equally.
People with Down syndrome are learners, employees, colleagues, friends, family members, leaders and self-advocates. The Beauty in the Genes campaign reminds South Africans that real inclusion must form part of everyday life.
To purchase stickers or find out how your business or organisation can participate, contact Down Syndrome South Africa at dssaoffice@icon.co.za or call or WhatsApp 072 652 2377. More information is available at www.downsyndrome.org.za.
