South Africa – The South African Guide-Dogs Association is proud to announce the launch of its third annual Wear Your Shades Day campaign, taking place nationwide on Friday, 17 October 2025. 

This initiative celebrates World Sight Month by raising awareness about the importance of eye health and generating vital support for individuals with visual impairments.

Wear Your Shades Day is more than just a fundraiser — it’s a movement of solidarity.

 By purchasing a R20 sticker and wearing your favourite sunglasses, you help create a more inclusive society where everyone, regardless of ability, can experience freedom and independence.

“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 SA Guide-Dogs Association. Van Niekerk, who is visually impaired and a proud Guide Dog owner himself, adds: “Wear Your Shades Day is a fun and powerful way for the public to take part in making a tangible difference for people living with disabilities.”

How to Get Involved

·       Purchase a R20 sticker

·       Online: Buy your digital sticker via the SA Guide-Dogs website at www.guidedog.org.za.

·       By Phone: Contact the Johannesburg or Cape Town offices to order stickers. Collect them in person or have them delivered.

·       At Stores: Stickers are available at participating retailers, including Pick n Pay (selected stores), Spar (selected stores), Falco Milano, Big Blue, Pet World, and BUCO Hardware.

·       Wear your shades: On 17 October, put on your coolest sunglasses and your sticker to show your support and raise awareness about visual impairment and eye health.

Globally, at least 2.2 billion people experience near or distance vision impairment. In at least 1 billion cases, this could have been prevented through measures such as regular eye care and wearing sunglasses to protect against harmful UV rays.

Funds raised from Wear Your Shades Day directly support the Association’s programmes — including the breeding, raising, and training of Assistance Dogs for the visually impaired, people with physical disabilities, and children on the autism spectrum, as well as providing essential Orientation and Mobility services.

The Association extends heartfelt thanks to DSV for sponsoring this year’s distribution of campaign materials. Their support is crucial to the campaign’s reach and success. A huge thanks to all our the retailers for joining us on this meaningful campaign.

On Wear Your Shades Day, participants are encouraged to tag @sa_guide_dogs on social media while wearing their shades and sticker and use the hashtag #shadesday for a chance to win exciting prizes.

For more information or to get involved:
Visit www.guidedog.org.za or email info@guidedog.org.za.

Media Enquiries:
Nicole Barros | NicoleB@Guidedog.org.za