Target Is ‘Down’ With Down Syndrome

Target Is ‘Down’ With Down Syndrome: 5 Things Target Said By Saying Nothing At All

If you were browsing through this week’s Target ad you may have passed right over the adorable little boy in the bright orange shirt smiling at you on page 9!  And if so, I’m glad!

The reason I’m glad?  Well, that stylish young man in the orange shirt is Ryan. Ryan just so happened to have been born with Down syndrome, and I’m glad that Target included a model with down syndrome in their typical ad! 

This wasn’t a “Special Clothing For Special People” catalog.  There wasn’t a call out somewhere on the page proudly proclaiming that “Target’s proud to feature a model with Down syndrome in this week’s ad!”  And they didn’t even ask him to model a shirt with the phrase, “We Aren’t All Angels” printed  on the front.

In other words, they didn’t make a big deal out of it.  I like that.

5 Things Target Said By Not Saying Anything

Even though Target didn’t make a big deal out of the fact they used a boy with Down syndrome as a model in their ad, they said plenty.  They said the same things that Nordstrom did when they used Ryan as a model in their catalog this past summer.  I could list a hundred things Target said by running this ad, let me give you 5 that immediately come to mind:

1. They said that people born with Down syndrome deserve to be treated the same as every other other person on this planet.
2. They said that it’s time for organizations to be intentional about seeking creative ways to help promote inclusion, not exclusion.  (It’s no accident that Target used a model with Down syndrome in this ad; it was an intentional and proactive decision.)
3. They said that companies don’t have to call attention to the fact that they choose to beinclusive in order for people to notice their support for people with disabilities.  In fact, by notmaking a big deal out of it they are doing a better job of showing their support for the special needs community.
4. They said it’s important for the world to see people born with disabilities with a fresh set of eyes.  That it’s time for us to lay down all the lame stereotypes of the past and move embrace the future with true and accurate ones
5. They said you don’t have to spend a lot for your kid to dress well! (That shirt is only five bucks!
   )
6. One of the reasons I started this site was to give the world an opportunity to see first hand what it’s like raising a child born with Down syndrome.  I had this crazy idea that if I could give the world a window into the world of a special needs family it would help them see that people like my son are much more typical then they may think.  I believe the story we are telling by posting a daily one minute video of his life is doing just that.
   I’ve never been more excited about the future of individuals born with disabilities.
   The possibilities are endless, and the future looks bright!
   To Target:

   As a father of a son born with a disability I want to sincerely thank you.  I hope that more companies choose to follow the great example that you guys have set.  By choosing to embrace the exciting future and limitless opportunities for people like my son, organizations like yours are leading the way in showing the world that our world isn’t forced to live in the past.

   Thank you Target.  By not saying you said a lot.

   What do you think about companies who understand the importance of including people born with special needs?  When companies do this correctly, like Target and Nordstrom have, does it influence your decision to shop with them more?