SA Guide-Dogs calls on South Africans to get behind Shades Day this October
What if a pair of sunglasses and a R20 sticker could help someone live with more independence?
This October, the South African Guide-Dogs Association for the Blind is calling on South Africans to wear their shades for a cause as its annual Shades Day campaign returns on Friday, 16 October 2026, to acknowledge World Sight Month.
The nationwide campaign encourages South Africans to put on their favourite sunglasses, purchase a R20 Shades Day sticker and show their support for people living with visual impairments and other disabilities.
However, Shades Day is about more than wearing sunglasses. Every sticker bought helps support the South African Guide-Dogs Association’s life-changing services that help people with disabilities experience greater freedom, confidence, and independence.
Turning R20 into independence
Every year, the South African Guide-Dogs Association for the Blind transforms the lives of approximately 400 South Africans through its Assistance Dog programmes, including Guide Dogs, Service Dogs and Autism Support Dogs, as well as Orientation and Mobility training.
Through Orientation and Mobility training, people with visual impairments learn essential daily living skills and white cane techniques, helping them navigate their everyday lives more independently.
“Wear Your Shades Day is an opportunity for every South African to become part of someone else’s journey to independence,” says Pieter van Niekerk, Head of PR for the South African Guide-Dogs Association and a Guide Dog owner himself.
“Every sticker purchased helps us continue providing life-changing services to people with visual impairments and other disabilities, at no cost to our beneficiaries.”
Shades Day also puts eye health in the spotlight
Taking place during World Sight Month, the campaign also serves as a reminder of the importance of protecting eye health.
According to the World Health Organisation, at least 2.2 billion people worldwide live with near or distance vision impairment, with at least one billion cases preventable or yet to be addressed through access to eye care and preventative measures such as protecting eyes from harmful UV exposure.
How to get involved
Getting involved in Shades Day is simple:
STEP 1: Buy a R20 Shades Day sticker
Digital stickers can be purchased online via the South African Guide-Dogs Association website. Bulk physical stickers can be ordered through the Association’s Johannesburg or Cape Town offices.
Physical stickers are also available at participating retailers nationwide, including:
- Petworld
- Big Blue
- SPAR stores nationwide
- PetStorey
STEP 2: Wear your shades on Friday, 16 October 2026
Put on your sunglasses, wear your Shades Day sticker, and show your support. Whether you’re at work, at home, or out with friends and family, your shades can help spark conversations about visual impairment, inclusion, and eye health.
STEP 3: Strike a pose and enter the Shades Day Competition
Take a photo wearing your shades and Shades Day sticker, then tag @sa_guide_dogs and use #ShadesDay for the chance to win one of three R2 000 vouchers, sponsored by the Association’s retail partners.
There are three prizes up for grabs:
- Best individual photo
- Best pet photo
- Best group photo
Whether it’s a selfie, a team photo or a snap with your furry best friend, South Africans are encouraged to get creative and show their support.
Every sticker sold helps fund the Association’s Assistance Dog and Orientation and Mobility services, empowering people with disabilities to live with greater freedom and independence.
The South African Guide-Dogs Association thanks its 2026 partners SPAR, PetStorey, Petworld, Big Blue, Sherbet, and DSV for their support in making the campaign possible.
This October, wear your shades. Wear your sticker. Help change a life.
For more information, to purchase a Shades Day sticker, or to donate, visit www.guidedog.org.za or email Nicole Barros at [email protected]
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Featured Image: Supplied
