Down syndrome is the least studied and least funded genetic disorder, even though the

condition is among the most common worldwide. The issues faced by individuals with

Down syndrome are perceived as niche by research scientists, lawmakers, and government

officials—despite there being more than six million people living with Down syndrome

globally. Therefore, the needs of individuals with Down syndrome tend to be underfunded

no matter their importance. 1, 2

Creative challenge:

We needed to raise awareness of the abilities of people with Down syndrome. But there

were two significant challenges:

Too Broad.

With a small budget, we didn’t have resources to break through to a mass audience.

Too Expected.

The desired approach was generic and frequently employed by disability advocacy groups.

Simply saying “see the ability” doesn’t make people believe it.

Our solution was two-fold:

#1: Owning key moments (when we connect)

We focused our efforts on people with Down syndrome and their parents, not the general

public, and used our strategic process to map a journey of key, ownable moments. We

defined the journey based on moments when our audience needs information and

support, beginning at early pregnancy, and continuing through into adulthood. Moments

our campaign could own.

#2: From saying to showing (how we connect)

At every stage of the journey, parents have to fight against misinformation and stereotypes

about Down syndrome. To support them, we went beyond just saying what people with

Down syndrome can do, and instead demonstrated it. We decided to have people with

Down syndrome speak for themselves.

Solution:

CDSS is “pro-information”, combating the stereotypes and stigma of people with Down

syndrome. To fulfil this mission, our creative platform set out to demonstrate people with

Down syndrome’s humanity instead of merely talking about it. Each year, the work is

focused on empowering the community to make change for themselves. To be their own

advocates and to be actively involved and represented in every year’s campaign.

Execution:

Year 1: Have the true experts answer parent’s questions

Down Syndrome Answers: a series of searchable videos where people with Down

syndrome answer the 40 top Googled questions on Down syndrome.

Year 2: Make Sorry a Bad Word

Our Down syndrome experts once again explained that even a profanity-laden reaction is

better than the worst word of all: “Sorry”.

Year 3: Become the first humans on the endangered species list

To draw attention to their shrinking population and resources, for the first time in history, a

group of people applied to be on the endangered species list.

Year 4: Training Google’s voice algorithm

The Down syndrome community became Google’s teachers, changing voice technology

for all.

Year 5: Leading a global research study

We led a globally unprecedented study to prove the link between exercise and cognition

for individuals in the Down syndrome community.

1. https://www.globaldownsyndrome.org/research-medical-care/poll-americans-overwhelmingly-support-

government-programs-and-research-for-people-with-down-

syndrome/#:~:text=Despite%20its%20frequency%2C%20Down%20syndrome,total%20NIH%20budget%20since%2020

00.

2. https://www.globaldownsyndrome.org/about-down-syndrome/facts-about-down-syndrome/#freq