Cannes Lions

Ridiculous Excuses Not To Be Inclusive

SMALL, New York / COORDOWN / 2023

Awards:

1 Shortlisted Cannes Lions
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

In the months preceding World Down Syndrome Day, we asked people with Down syndrome and their families all over the world, what excuses they have heard for being excluded from education, sports, jobs, and other opportunities. Some of these excuses were so unbelievably ridiculous that they deserved to be brought to life and properly "celebrated" with a campaign.

Execution

The film brings to life some of the most frequently used excuses for not allowing fair participation in everyday activities for people who have Down syndrome. In a comic yet bitter tone of voice, this film illustrates, in five scenes, episodes of everyday discrimination.

Outcome

The official hashtag #ridiculousexcuses had more than 60 million views on TikTok in 10 days and people from all over the world shared (through comments and videos) more than 3,000 excuses they've been given to be excluded from society. Thanks to the success of the initiative, the campaign was showcased at the UN headquarters on the 21st of March, on World Down Syndrome Day.

Similar Campaigns

12 items

3 Cannes Lions Awards
Assume That I Can

INDIANA PRODUCTION COMPANY, Milan

Assume That I Can

2024, COORDOWN

(opens in a new tab)