As part of its newly launched ‘Change Makers’ campaign, Smirnoff is saluting the artist with albinism, better known as DJ Jewell, for using his platform to inspire others with the condition, as well as encourage open-mindedness and inclusivity.
The campaign, being run on Smirnoff’s social media platforms, profiles singers, dancers, DJs, actors, artists, filmmakers, entrepreneurs, and others who are making a positive change, driving dialogue, and challenging mindsets around social issues plaguing South Africa. The aim is to encourage all South Africans to make a difference too.
Smirnoff marketing manager, Kyle Lesch, says, “The choice of DJ Jewell as one of our ‘Change Makers’ was a natural one as he embodies our ‘Everyone’s Invited’ ethos.”
Albinism affects one in 4 000 South Africans and one in 20 000 people worldwide, according to the World Health Organisation. With misunderstanding and myths surrounding the condition, those living with it are subjected to name-calling, derogatory remarks, social rejection, and physical violence.
They are even at risk of being killed in some countries. The National Organisation for Albinism and Hypopigmentation notes that they are prone to isolation.
DJ Jewell adds, “I meet a lot of people with albinism who don’t dare to go out. We need to be seen, and music has the power to make that happen – after all, we’re all the same on the dance floor.”
“We look forward to shining a spotlight on more creatives who are making a difference through their work,” concludes Lesch.