NSW boy with Down syndrome featured in Target catalogue following mum’s Facebook appeal

A Dapto mother who appealed to Target to feature her son with Down syndrome in an advertising campaign was rewarded after the international retailer invited him to participate in a photo shoot.

Julie Jordan, 44, said she approached the company over social media after seeing Target US featuring young models with a disability in their catalogues.

She said she “never expected anything to come of it” and was surprised when she received a call from a representative, inviting son Caleb to feature in an upcoming catalogue.

“Two weeks later, my boy and I were on a flight to Melbourne for a photo shoot,” she told That’s Life.

Caleb, who suffers hearing loss and communicates largely through sign language, proved an “absolute natural”, mimicking poses made by the photographer on command.

“I’ve never seen him so confident,” Ms Jordan said.

She said that Caleb’s subsequent appearance in a catalogue has given her son’s self-esteem a huge boost.

“Two months on, my boy is more confident than ever,” Ms Jordan said.

“When we're out shopping, he's constantly looking out for his photo.

“Perhaps this is the start of his life in front of the lens."