The South African Guide-Dogs Association has officially launched its third annual Wear Your Shades Day campaign, taking place nationwide on Friday, 17 October 2025. The initiative is part of World Sight Month and aims to raise awareness about the importance of eye health while generating vital support for people with visual impairments.
The concept is simple but impactful: buy a R20 sticker, put on your favourite sunglasses, and help create a more inclusive society where independence and dignity are possible for all. Stickers are available online at www.guidedog.org.za, by phone through the Johannesburg and Cape Town offices, and at selected retailers including Pick n Pay, Spar, Big Blue, Pet World, Falco Milano, and BUCO Hardware.
“Every year, our mission is to transform the lives of approximately 800 individuals through the provision of Assistance Dogs and long-cane training,” says Pieter Van Niekerk, spokesperson for the Association. Visually impaired himself and a proud Guide Dog owner, Van Niekerk highlights how Wear Your Shades Day provides the public with a fun way to make a real difference.
Globally, at least 2.2 billion people experience near or distance vision impairment — and in nearly half of these cases, it could have been prevented with basic measures like regular eye care and UV protection.
Funds raised from the campaign will directly support the Association’s work, including the breeding and training of Assistance Dogs for people with visual and physical disabilities, and children on the autism spectrum. This year’s distribution of campaign materials is sponsored by DSV, ensuring the message reaches more communities than ever before.
Participants are encouraged to share their support by tagging @sa_guide_dogs and using #shadesday on social media for a chance to win prizes.
For more info, visit www.guidedog.org.za or email info@guidedog.org.za.