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