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Special Needs Have a Special Place in Target Ads

Target's latest ad may feature kids' clothes, but what it's really modeling is compassion. Hello, I'm Tony Perkins of the Family Research Council in Washington, D.C. The new Target circulars are getting noticed for more than their low prices. It seems the company's newest model is a cute six-year-old with Down Syndrome. Executives cast Ryan for the photos last year, and to their credit, they didn't turn the hire into a publicity stunt. In fact, what's so refreshing about Ryan's appearance is that no one at Target hinted anything was out of the ordinary. A popular blog picked up on the story, which is the only reason the media's reporting on it. Rick Smith, the man behind NoahsDad.com, also has a son with special needs and thanked the store for being inclusive. In a world where nine out of 10 Down Syndrome pregnancies end in abortion, this kind of advertising goes a long way to helping parents reconsider. For a company that's made some questionable decisions in the past, Target certainly hit the mark in this one.

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