Casual Day 2025 campaign visibility: Staff members (from left); Lebohang Tunzini, Lallie Kibido and Shaakira Hersie at the Vodacom Accessibility Conference
By Simon Manda
As the countdown to South Africa’s most anticipated disability awareness event begins, the National Council of and for Persons with Disabilities (NCPD) has launched an unprecedented August campaign blitz, mobilising staff and champions nationwide to ensure Casual Day 2025 becomes the most impactful celebration yet.
Building Momentum Through Multi-Platform Engagement
The NCPD’s enhanced campaign strategy for August demonstrates a sophisticated understanding of modern communication channels while maintaining the grassroots spirit that has made Casual Days a beloved South African tradition. Staff members and dedicated champions are working tirelessly across multiple platforms, creating a comprehensive awareness drive that reaches every corner of the country.
Dylan Mashele, the NCPD’s Public Relations and Communications Officer, has been at the forefront of the radio media side of the blitz, conducting numerous radio interviews across national and community stations. His efforts underscore the vital role that radio continues to play in South Africa’s media landscape, particularly for reaching diverse communities and ensuring accessibility for persons with disabilities.
“Community and national radio stations play a vital role in the success of the Casual Day 2025 campaign by helping us amplify our message of inclusion, accessibility, and empowerment for persons with disabilities,” Mashele explains. “These platforms reach a wide and diverse audience—from urban centres to rural areas—ensuring that our campaign touches communities at every level of society.”
Champions Leading by Example
One of the campaign’s standout figures is DJ Barkzz, also known as Hloni Babedi, who has emerged as a true Casual Day 2025 champion. His recent innovative “100 Hugs for Casual Day” event at Balfour Mall in Johannesburg exemplifies the creative approaches being employed to raise awareness and build community connections.
The 100 Hugs initiative represents more than just a publicity stunt; it’s a heartwarming movement designed to reconnect communities through the simple yet powerful gesture of human kindness. This campaign, whether symbolic or physical, fosters inclusion, emotional well-being, and unity, especially among marginalised communities, including those with disabilities.
The initiative’s objectives are beautifully aligned with Casual Day’s broader mission: spreading messages of love, acceptance, and solidarity while breaking down the stigma and isolation often faced by persons with disabilities. By inspiring 100 documented stories of connection, the campaign aims to build a more empathetic and inclusive society, one interaction at a time.
Media Partnerships and Pro Bono Support
Media partners, who have embraced the spirit of social responsibility, have generously supported the campaign, significantly bolstering its success. Radio stations across the country have offered pro bono airtime, providing live interviews, public service announcements, and promotional spots without expecting commercial return.
This widespread media support extends beyond radio, encompassing multilingual public service announcements, print media releases, and an impressive billboard campaign courtesy of JCDecaux. The visual presence across the country ensures that the “Beyond the Label” message reaches South Africans in their daily routines, creating constant touchpoints with the campaign’s core values.
Grassroots Activation and Retail Partnerships
The August campaign intensification includes extensive grassroots activations led by Casual Day 2025 staff and champions. These popup events at markets and community gatherings create personal connections between the campaign and ordinary South Africans, transforming abstract concepts of disability awareness into tangible, relatable experiences.
Retail partnerships have also expanded significantly, with various partners displaying Casual Day 2025 merchandise and promotional materials. These collaborations not only increase visibility but also make participation more accessible by ensuring merchandise and stickers are readily available across multiple locations.
Easy Ways to Participate and Show Support
Getting involved in Casual Day 2025 has never been easier, with multiple options available to suit different preferences and circumstances:
Order Merchandise and Stickers: Visit the official Casual Day 2025 website at www.casualday.co.za to browse and purchase official merchandise, including T-shirts, caps, and bucket hats, as well as traditional stickers to show your support.
Get Your Digital Sticker: For those who prefer digital participation, personalised digital Casual Day 2025 stickers are available online. Simply visit https://casualday.co.za/product/casual-day-digital-sticker to create your personalised digital badge and share it across your social media platforms.
Support Local APDs: The website also provides information on verified Associations of and for Persons with Disabilities (APDs) across all provinces, allowing supporters to contribute directly to local organisations making a difference in their communities.
Digital Innovation and Social Media Engagement
Recognising the importance of digital engagement, particularly among younger demographics, Casual Day 2025 has embraced social media platforms with renewed vigour. The campaign’s TikTok presence (@thencpdza) represents a strategic move to engage with South Africa’s digitally native generation.
The platform features various TikTok challenges designed to spread awareness while encouraging creative participation. These challenges harness the platform’s unique ability to make content viral, potentially reaching millions of South Africans who might not engage with traditional media channels.
The personalised Digital Casual Day 2025 stickers represent another innovative approach, allowing supporters to share their participation across social media platforms while maintaining the campaign’s visual identity. This digital merchandise complements traditional items like T-shirts, caps, and bucket hats, ensuring the campaign meets supporters wherever they are in the digital landscape.
“Beyond the Label”—A Revolutionary Theme
This year’s theme, “Beyond the Label,” represents more than just a catchy slogan; it’s a call for fundamental change in how South African society perceives and interacts with persons with disabilities. The campaign encourages people to see the disability first and then label the person accordingly, promoting a revolutionary shift in perspective.
The theme emphasises seeing the person rather than the disability, focusing on what individuals can achieve instead of their limitations. It’s about embracing differences and building a South Africa where everyone truly belongs, deserving of every right, freedom, and opportunity.
Supporting Local Organisations
The August campaign has also intensified efforts to support local Associations of and for Persons with Disabilities (APDs) across all provinces. This grassroots support ensures that the campaign’s impact extends beyond awareness-raising to practical assistance for organisations working directly with communities.
The Road to September 5th
As September 5th approaches—the first Friday of September when Casual Day 2025 will be celebrated—the enhanced August campaign efforts are creating unprecedented momentum. The combination of traditional media partnerships, innovative digital engagement, grassroots activations, and celebrity champion involvement has created a perfect storm of awareness and participation.
The campaign’s success lies not just in its multi-platform approach but in its authentic commitment to transformation. Every radio interview, every TikTok challenge, every market popup, and every billboard serves the greater purpose of building a more inclusive South Africa.
As Dylan Mashele notes, radio’s accessibility makes it particularly valuable for reaching persons with disabilities and underserved communities. By engaging listeners in their preferred languages through familiar voices, the campaign creates awareness that feels personal and community-driven.
The willingness of media partners to support the campaign without commercial expectations reflects a broader social responsibility and shared commitment to inclusion and transformation. Their contribution extends beyond mere airtime; they’re giving voice to those who are often unheard, and that makes all the difference.
Join the Movement Today
The time for action is now. Join the movement by:
- Following @thencpdza on TikTok and participating in the various challenges
- Visiting www.casualday.co.za to order your merchandise and traditional stickers
- Getting your personalised digital sticker at www.casualday.co.za/digitalsticker
- Spreading the word about Casual Day 2025 across your networks
- Supporting your local APD organisation
Together, we can ensure that Casual Day 2025 truly helps South Africa see “Beyond the Label” and creates lasting change in how we view and support persons with disabilities. Every sticker worn, every post shared, and every conversation started brings us closer to a more inclusive society where everyone belongs.
