The hiring chain has a straightforward objective: to be the catalyst for a virtuous chain of hirings for people with Down Syndrome, debunking misconceptions about their working capacity and the benefits of an inclusive workplace.

The responsive website has the objective of enhancing the campaign message through the gamification of the campaign’s video as well as acting as the touchpoint between employers and potential employees with an integrated “hiring” functionality.

The project was crafted by Adoratorio for Coordown for charity, therefor had no budget.

The design and development lasted 6 months, while the overall project (comprehensive of production), took around 1 year.

Coordown ties together numerous entities from the USA to Australia all the way to the UK, creating a real network of worldwide opportunities for people with Down syndrome.

The website project had to appeal to two major targets:

- general public: the digital project had to first of all be striking right upon landing in the HomePage. This was achieved by providing a strong initial statement followed by 2 gamified versions of the campaign’s video: a handshake version and a lyrics version.

- small and medium company owners and HR representatives for bigger companies. People who actually had the power to start and further this hiring chain.

For this audience, the website provides major features like academic resources to learn more about the capabilities of these people, real life cases of their success and an actual way to start the hiring chain via a refined mailing network.

The Hiring Chain’s objective is to sensitise the public towards hiring people with Down syndrome through a deeply human approach.

The film, shared through all major platforms, served this exact purpose: to tell a story of hope, community and well, success. This, together with the echo brought about by all players involved (particularly world-renowned singer Sting and LinkedIn through its CEO and other board figures) brought to the major exposure of the project.

The Website platform in candidacy served the two purposes of being an all-in-one experience, providing a gamification approach to the film production and allowing users to discover the campaign and learn more about the topic all in once place, as well as being the end point for all “conversions” through its “HIRE NOW” CTA, as in allowing contact with the CoorDown network worldwide to know more about the hiring process and further the chain.

The entire campaign developed for Coordown is thought to be a very straightforward concept in which the website is a huge part of a complex machine.

The overall idea of the website is to engage the user since the very beginning of the experience: making the user an active part of a digital project in fact really helps when the goal is to settle a specific message.

That’s also why we provided two different micro-interaction options.

The design, inspired to American 30’s Barber Shops, fits into the context of the video enhancing its characteristics, making it further engaging and increasing its effectiveness. The feature we’re most satisfied with (both functionally and technologically) si the mechanism developed to give life to the hiring-chain itself: a special contact form that thanks to a few tricks has already become a fundamental tool for Coordown to interact and communicate with its audience.

The project, given its charity nature, had no defined KPI objectives. Less than a month from launch, the project has already gained more than 3 million views on social media, being featured on channels like Fox and Bbc, posted and praised by linkedIn’s CEO Ryan Roslansky, and winning multiple digital Awards.

Thanks to the Hiring Chain, Coordown managed to break free of its small niche audience and reach people, entrepreneurs and companies from all around the world.