DSV supports SA Guide-Dogs Association to bring Shades Day to life

Yesterday, the South African Guide-Dogs Association launched its third annual Wear Your Shades Day campaign during a media launch at its offices in Johannesburg.

Shades Day, taking place on Friday, 17 October 2025, is celebrated over Eye Care Awareness Month (20 September to 17 October) and World Sight Day (9 October 2025), to raise awareness about the importance of eye health while generating support for individuals with visual impairments, physical disabilities, and children on the autism spectrum.

As the exclusive transport and logistics partner, DSV proudly supported the SA Guide-Dogs Association by delivering all of the campaign marketing material and Shades Day stickers to over 390 store locations throughout South Africa. The successful delivery ensures that communities across the country can participate in the campaign by wearing their stickers in solidarity and show their support.

At the media launch, DSV representatives invited guests to experience an immersive auditory journey at their exhibition stand, inspired by the event’s theme “Around the World in Four Senses”. The experience highlighted the challenges of people living with visual impairments and demonstrated the important role of awareness in building an inclusive South Africa.

The Association extended their heartfelt thanks to DSV for sponsoring this year’s distribution of campaign materials.

The support is crucial to the campaign’s reach and success

Pieter van Niekerk, spokesperson for the SA Guide-Dogs Association.

To further drive awareness and promote inclusivity, DSV will be hosting an educational experience at its South African headquarters in Johannesburg on 10 October 2025, a week before Shades Day. This event will provide staff with an opportunity to engage directly with the SA Guide-Dogs Association team, learn more about disability inclusion, interact with the dogs, and show their support. The initiative underpins DSV’s core values of diversity, equity, and inclusion, while reinforcing its role as an organisation that enables meaningful community impact through logistics.

Transport and logistics involve more than moving goods, it’s about connecting people and making a meaningful impact in the communities in which we operate. By supporting the South African Guide-Dogs Association, we are honoured to contribute to a campaign that raises awareness and funds for people living with disabilities

Candice Liebenberg, Commercial Director, DSV Road, SSA.

South Africans are encouraged to join in on 17 October 2025 by purchasing their Shades Day sticker and putting on their sunglasses to help create a more inclusive society where everyone, regardless of ability, can experience freedom and independence.

For more information or to get involved, visit the SA Guide-Dog Association website.

SA Guide-Dogs Association