Learning that an unborn child has Down Syndrome can be a confusing and stressful time for parents, who usually have only ten days to decide how to proceed with the pregnancy following the diagnosis. They often have many questions about what Down syndrome means to them and their child — When will they walk? When will they talk? How long will they live?
Invariably, they will turn to Google for answers and the Canadian Down Syndrome Society (CDSS) with the help of FCB Canada is meeting them there with “Down Syndrome Answers,” a series of short videos that feature people with Down syndrome answering parents’ most-asked questions. After all, there’s no one better suited to answer those questions than people living with Down syndrome.
Beginning yesterday, and coinciding with Canadian Down Syndrome Week (Nov. 1-7), whenever someone in Canada Googles a question about Down syndrome, the answer video will appear as a search results, providing honest and powerful answers to tough questions.
A few examples are below:
What is Down syndrome?
Who gets Down syndrome?
When do babies with Down syndrome learn to talk?
How long does a person with Down syndrome live?
Can people with Down syndrome play sports?
Can a person with Down syndrome have a job?
“The majority of prospective parents know very little about Down syndrome,” said Kirk Crowther, National Executive Director, Canadian Down Syndrome Society. “Doctors do their best and there are lots of websites offering the medical perspective but they typically use very clinical terms that don’t capture the emotional and human side of the Down syndrome story. We wanted to change that with ‘Down Syndrome Answers.’”
“Just by casting real people with Down syndrome we start to dispel some misconceptions about the developmental disability,” added Jeff Hilts, Chief Creative Officer, FCB Canada. “But what will really make this campaign effective is ensuring people find the videos first when they turn to Google looking for answers.”
FCB created the campaign pro bono for the Canadian Down Syndrome Society. The videos are hosted on YouTube and on the Canadian Down Syndrome Society website, http://cdss.ca/down-syndrome-answers/
Down Syndrome Answers
Client: Canadian Down Syndrome Society
National Executive Director: Kirk Crowther
Treasurer: Ed Casagrande
Board member: Ben Tarr
Communications Manager: Kaitlyn Pecson
Agency: FCB Canada
CEO: Tyler Turnbull
Chief Creative Officer: Jon Flannery
Chief Creative Officer: Jeff Hilts
Chief Creative Officer: Nancy Crimi-Lamanna
ACD, Art Director: Simon Tuplin
ACD, Copywriter: Pete Gardiner
Producer: Judy Hamilton
Editor: David Rodriguez
Group Account Director: Anabella Mandel
Account Manager: Joline Christiani
Senior Strategist: Eryn LeMesurier
Digital Strategist: Shelagh Hartford
Director: Elias Campbell
Director of Photography: Stephen McLouglin
Casting: Shasta Lutz, Jigsaw Casting