Ruby's Rainbow is an on-going fundraising campaign with a very specific and serious purpose - financially supporting young people with Down syndrome attending college programs in the US, through individual scholarships.
During this current Down Syndrome Awareness Month they are effectively leveraging a series of very cute, professional quality images of two little girls with Down syndrome, photographed in college settings. They are beautiful images of beautiful children - but they make the viewer think way beyond how cute they are. The captions are funny too, and that helps.
While college programs are a welcome and exciting development, they are not yet universally available, but these images can also open up thinking about possibilities for those who either don't have the option of college, or choose not to go to college - their options may be broader too.
The campaign is effective because it is engaging, and because it has a single, well articulated purpose: normalising and promoting the experience of post-secondary education for people with Down syndrome. It realises the concept by raising money for scholarships, going way beyond talking about a good idea, resulting in a tangible outcome impacting the lives of individuals with Down syndrome. It is relevant to both those of us 'in the know', and to the broader community.
There's a lot of 'bang' in Ruby's Rainbow's buck. And cuteness too, in just the right dose.
- If You Build It, They Will Come: If you read any post here this year, please make it this one, Kelle Hampton, 9th March 2015
- You can follow Ruby's Rainbow via the website, Facebook page and on Instagram and Twitter via @rubysrainbow and #rubysrainbow
Earlier posts about post-school programs.