11-year-old Joseph Hale’s beaming smile can be seen front and centre of UK clothing chain River Island‘s new advertising campaign.
Joseph, from North East Lincolnshire in the UK, is one of eight child models in the ‘RI Kids Squad’. The models are diverse in age and colour, and in a major win for inclusivity, the group also includes a child with Down syndrome – dance-lover, Joseph.
Joseph’s parents, Andrew and Karen Hale, hope the prominent campaign – that’s now made international news, will help change people’s perceptions of the genetic condition.
Karen Hale told the Grimbsy Telegraph: “Disability should not define them. Joseph is a person. His Down’s is a small part of him. There is a lot more to see than the face value. They have a physical disability yes, but people have preconceived ideas – you need to see the person beneath. Hopefully this will be seen by other parents and children who realise his disability does not define him.”
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Joseph, who also has dyspraxia and global development delay, attends Cambridge Park Academy in Grimsby, and is loving his new star status amongst his classmates.