Content warning: abortion
In high school, my mom took me and my siblings to her friend’s brother’s birthday party. He was turning 35. “A few years ago,” she said. “It would have been impossible to imagine him living this long. ” Ten years later, this man is still alive and thriving, with an active social life (pre-COVID), and a job he loves. This was and is such an accomplishment because my mom’s friend’s brother has Down’s Syndrome.
Now, a baby wipes company has showcased two beautiful children with Down’s Syndrome in their new ad. To understand why this is so important, we’ll give you some background.
Down’s Syndrome
Down’s Syndrome is a condition where a child is born with an extra chromosome. People with Down’s Syndrome usually have a distinctive physical appearance and developmental and intellectual challenges. Additionally, Down’s syndrome is linked to other health conditions. (1)
Down’s Syndrome By The Numbers (2)
- 50% of babies with Down’s are born with a heart defect of some sort.
- Up to 75% have hearing loss
- 50%-75% have sleep apnea
- 50%-70% have regular ear infections
- 50% have eye issues or diseases
- 10% have iron deficiency
- 12% have intestinal blockages which need surgery after birth
Babies And Down’s
“My understanding is that we have basically eradicated, almost, Down syndrome from our society,” says Kari Stefansson, the founder of deCODE Genetics. “There is hardly ever a child with Down syndrome in Iceland anymore.”
The reason for that is prenatal screening tests–and abortion. Over 99% of women in Iceland choose to terminate a pregnancy where the child has Down’s Syndrome. In Denmark, it’s 98%. In the United States, it’s 67%–although given the United States healthcare system and strong anti-choice movement, those numbers may not reflect a more enlightened attitude. (3)
Pura Baby Wipes
Given all the challenges children with Down’s Syndrome face–including just being born–this commercial by Pura baby wipes takes on an extra layer of wholesomeness.
The commercial features a number of babies with special needs.
The two children with Down’s Syndrome in the ad are Lenny and Willow, who are both about two years old. Zebedee Management represents them. It is a company that specializes in representing individuals with disabilities.
‘When Zebedee first launched, we were often asked what our aspirations were, and what bookings we would like to see for our models,” says Laura Johnson, director of Zebedee Management. “I dreamed of seeing a baby with a disability featured on baby wipe or nappy advertising. At the time, this seemed impossible. But now our dreams have been realised.” (4)
The Importance Of Inclusion
Lenny’s mother, Vikki Rooney, explains why she contracted Lenny with a modeling agency when he was only a few months old. ‘My main aim with Lenny modeling is to help change people’s perceptions of Down’s syndrome and show he is just like everyone else,” she says. “It’s not something to be scared of.”
Johnson thinks Rooney–and Pura–has the right idea. “I feel that this sort of inclusive advertising will mean the world to [parents of children with special needs]. It proves that their babies are accepted in the wider world and disability is not to be feared.” (4)
