“Beyond the Label” Campaign Launches with Enhanced Corporate Partnership Programme

National initiative calls for increased corporate participation as stickers and merchandise become available through participating retailers.

Johannesburg, 2 July 2025 – The National Council of and for Persons with Disabilities (NCPD) today announced the official launch of Casual Day 2025, themed “Beyond the Label”, with enhanced corporate partnership opportunities designed to foster greater disability inclusion across South African workplaces. The annual awareness campaign, now in its third decade, continues to break down barriers and challenge perceptions while raising vital funds for persons with disabilities.

This year’s initiative sees strengthened partnerships with key retail and logistics supporters, ensuring broader accessibility to Casual Day stickers and merchandise nationwide. Clicks, the country’s leading health and beauty retailer, continues its steadfast commitment as a primary distribution partner, making stickers readily available across its extensive store network.

Clicks: A Partnership Rooted in Purpose

“We are deeply grateful to Clicks for their unwavering support, particularly during the challenging COVID-19 period when their commitment never wavered,” said Therina Wentzel, National Executive Director of NCPD. “Their dedication to making Casual Day accessible to every South African demonstrates the transformative power of corporate social responsibility when it’s driven by genuine purpose.”

The partnership with Clicks extends beyond mere distribution, representing a shared vision of creating an inclusive society where persons with disabilities are valued, respected, and empowered. Throughout the pandemic years, when many initiatives faced uncertainty, Clicks maintained its support, ensuring continuity for this vital awareness campaign.

Logistics Partnership Delivers Impact

This year marks an exciting development with RTT Group joining as the official courier sponsor, providing comprehensive logistics support for the distribution of stickers and merchandise across the country. The partnership ensures efficient, nationwide delivery while embodying the collaborative spirit essential to meaningful social change.

“Corporate sponsorship is not merely about brand visibility—it’s about building bridges towards a more inclusive South Africa,” noted Nathaniel Ballakistein, Group Sales and Marketing Executive at RTT. “When businesses align themselves with initiatives like Casual Day, they become catalysts for systemic change that extends far beyond their corporate walls.”

Beyond the Label: A Message of Inclusion

The 2025 theme, “Beyond the Label“, challenges South Africans to look past preconceptions and recognise the unique contributions persons with disabilities make to society. The campaign emphasises that disability does not define capability, encouraging workplaces to embrace diverse talents and perspectives.

Since its inception in 1994, Casual Day has raised over R500 million for disability organisations nationwide, funding essential services, including skill development, assistive technology, and advocacy programs. The initiative has evolved from a simple fundraising drive into a powerful platform for shifting societal attitudes and promoting inclusive practices.

Corporate Participation: A Strategic Investment

For corporate South Africa, participation in Casual Day offers tangible benefits beyond social impact. Research consistently demonstrates that inclusive workplaces experience enhanced innovation, improved employee engagement, and stronger brand reputation. Companies participating in Casual Days reported increased staff morale and pride in their organisation’s value-driven approach.

The campaign provides businesses with turnkey solutions for employee engagement, offering everything from awareness materials to team-building activities centred on inclusion. These initiatives foster a more profound understanding among colleagues while contributing to meaningful social change.

Seeking Flagship Partnership

NCPD is actively seeking a flagship sponsor to ensure the campaign’s long-term sustainability and expanded reach. This partnership opportunity offers unprecedented brand alignment with South Africa’s most recognised disability awareness initiative, providing extensive visibility whilst supporting a cause with proven impact.

The ideal flagship partner would share NCPD’s vision of creating systemic change, bringing resources and expertise to amplify the campaign’s reach and effectiveness. Such collaboration would establish a legacy of transformation, ensuring Casual Day continues driving inclusion for generations to come.

Get Involved

Casual Day stickers and merchandise are available at Click’s stores nationwide, as well as through participating corporate partners, NPOs, and schools. Digital stickers can be personalised at https://casualday.co.za/product/casual-day-digital-sticker/, offering modern participation options for tech-savvy supporters.

Corporate partners interested in joining this transformative initiative can find comprehensive information at www.casualday.co.za.