Inspiring Change, One Beat at a Time

“Music has no colour – regardless of your skin tone, we all want to dance.” This is the message of international DJ Jeffrey Jewell, who unites people through his music.

As part of their newly launched Change Makers campaign, Smirnoff is saluting the artist with albinism, better known as DJ Jewell, for using his platform to inspire others with the condition as well as encourage open-mindedness and inclusivity.

The campaign, being run on Smirnoff’s social media platforms, profiles singers, dancers, DJs, actors, artists, filmmakers, entrepreneurs and others who are making a positive change, driving dialogue and challenging mindsets around social issues plaguing South Africa. The aim is to encourage all South Africans to make a difference too.

Smirnoff Marketing Manager, Kyle Lesch shares: “The choice of DJ Jewell as one of our Change Makers was a natural one as he embodies our ‘Everyone’s Invited’ ethos.”

Albinism affects one in 4,000 South Africans and one in 20,000 people worldwide, according to the World Health Organisation. With misunderstanding and myths surrounding the condition, those living with it are subjected to name-calling, derogatory remarks, social rejection and physical violence. They are even at risk of being killed in some countries. Not surprisingly, the National Organisation for Albinism and Hypopigmentation notes that they are prone to isolation.

Jewell says: “I meet a lot of people with albinism who don’t dare to go out. We need to be seen and music has the power to make that happen – after all, we’re all the same on the dance floor.”

“We look forward to shining a spotlight on more creatives who are making a difference through their work,” concludes Lesch.

To see who else has been selected as a Change Maker, visit Smirnoff’s Facebook, Twitter or Instagram pages.

Smirnoff. Everyone’s Invited. Not for Sale to Persons under the Age of 18.  Enjoy Responsibly.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

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