Cannes Lions
SMALL, New York / COORDOWN / 2023
Awards:
Overview
Entries
Credits
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.
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