Replacing fear with knowledge for expecting parents
Canada
Canadian Down
Syndrome Society
Down Syndrome Answers
Objective
When parents learn their unborn child has Down syndrome, they have about 10 days to decide whether to keep the baby or not. Shell-shocked and overwhelmed, they leave the doctor’s office with a list of unanswered questions. Our challenge, in partnership with FCB/Canada, was to reach expectant parents in the moments after they received a Down syndrome diagnosis and dispel the misconceptions they may have.
Solution
With the launch of this campaign, anyone searching the most commonly asked questions about Down syndrome was able to see their questions answered by those who know first-hand, demonstrating that the best person to answer a question about Down syndrome is a person with Down syndrome. The clips produced by FCB/Canada dispel some of the misconceptions about the disability and illustrate how people with Down syndrome can play sports, cook, drive, read and do much more.
Results
893% Increase in Referral Traffic
450MM Impressions
240K+ Questions Answered
Awards
11 Lions
