For 90 years, the American brand of porridge and cereals Gerber has received photographs of children who aspire to be an image of their products, although it was not until 2010 when the company decided to establish official contests to choose the baby which would represent, for a whole year, the image of the brand.
And this year, for the first time in its history, a baby with Down syndrome has been chosen. The boy's name is Lucas, he is from Georgia (United States) and has captivated executives with his beautiful smile. His parents hope that his triumph will serve to tear down social barriers and that all children always have the same opportunities.
A smile that breaks barriers
Cortney Warren decided to present his 18-month-old son Lucas to the photo contest that the Gerber company had launched, and that would serve to Find the baby that will be the image of the brand during this year.
According to the BBMundo newspaper, Cortney published his son's photograph using the contest hashtag and accompanying it with the following message: "He may have Down Syndrome, but Lucas is authentic. He has an incredible personality and has been reaching all the milestones of his development very easily".
And the truth is that this little boy's open smile, his naturalness and his cheerful look immediately captivated the company's executives, who They decided to choose him as the official image of their products during 2018, among the 140 thousand photographs of babies submitted to the contest.
Lucas is the first child with down syndrome chosen as an image for the Gerber infant food brand. He won the annual photo contest by conquering everyone with his smile. A round of applause for the inclusion of ALL children in advertising… #down syndrome # child # children # baby # babies # babies and more # advertising # childrens advertising # breaking barriers
Gerber has awarded a prize of $ 50,000 to Lucas's parents, who will go to their education. In addition, the little one will star throughout this year's advertising campaigns of the brand and will be its image on social networks.
Same opportunities for everyone
For Lucas's parents, it's a great pride to see their son being part of an advertising campaign, and they hope that their triumph will break the barriers and prejudices that still exist in society and that children with Down syndrome must face many times.
In addition, they hope that the advertising success of their little one will also encourage other children with disabilities who wish to achieve this dream and gain a foothold in the world of Advertising.
Although fortunately the case of Lucas is not unique and increasingly we echo advertising campaigns that feature children with Down syndrome, it is important that big brands and companies continue to be aware and offering the same opportunities for everyone.
Why Children with Down syndrome have the same right as any other child to be submitted to a contest, to a fashion casting, to be protagonists of a work of art or image of a brand regardless of its genetic condition.
And these little ones also have much to give us, many dreams to achieve and many smiles to give!
- Via BBWorld
- The baby who had been rejected for an ad for having Down Syndrome now stars in an advertising campaign, Children with Disabilities, Down Syndrome, So yes: the catalog of toys that breaks with gender stereotypes and that other toy stores should imitate, Precious portraits of girls with Down syndrome: art as a form of integration
