Kids are delightfully different – so when we see children represented in a narrow way by the media and advertising, it makes us sad. If those kids who are ‘different’ aren’t seeing themselves on TVs and ad campaigns, what sort of message is it sending them?
So we cheered a LOT when we heard that Kmart Australia has featured a Down syndrome girl in its latest toy advertisement, called ‘Play Your Way’.
In the ad, the happy little girl is running around excitedly dressed in a flamingo costume, and just like the other children in the ad she’s playing, she’s exploring and she’s having fun.
It might seem like a small thing, but the message this ad is sending children with special needs is HUGE.
And as well as this, the ad is breaking down gender stereotypes, showing a little boy playing with a Barbie doll – and it’s brilliant.
“This is not a new focus for Kmart Australia, but an extension of our broader and very important focus on improving diversity within our business,” a spokeswoman for Kmart told news.com.au.
We’re thrilled to see another big brand championing diversity. It’s another example of the fact that slowly but surely we’re moving towards inclusion for all children.
