PRNewser TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC GalleyCat

Saatchi & Saatchi Italy Launches CoorDown Campaign for World Down Syndrome Day

For the third consecutive year, Saatchi & Saatchi is launching a campaign for CoorDown in celebration of World Down Syndrome Day, which will occur on March 21st. The theme for this year’s World Down Syndrome Day is “the right to happiness and well-being of people with Down syndrome,” with the goal being to “promote a culture of diversity and true integration into society, especially in the worlds of school and work.”

Saatchi & Saatchi’s campaign was inspired by an email that an pregnant mother, expecting a child with Down’s syndrome, sent to CoorDown. “What kind of life will my child have?” the mother asks.

To respond to the expectant mother, and others like her, Saatchi & Saatchi filmed responses from 15 individuals with Down syndrome from across Europe, in their native languages. Through the CoorDown YouTube channel this group replies to the mother’s question, answering that her son can expect a happy life, just like theirs. “He’ll be able to hug you,” says one man; “He’ll be able to talk and tell you he loves you,” promises another girl. They explain that the woman can expect her son to go to school, and later get a job and be able to take her out to dinner on his salary. “Sometimes it will be difficult. Very difficult. Almost impossible.” the group admits, “But isn’t it like that for all mothers?” It’s a really touching video, and a perfect encapsulation of this year’s World Down Syndrome Day theme.

This year, CoorDown Onlus — Coordinator of the National Association of people with Down syndrome — will lead “an international project which includes ten associations from nine different countries: Italy, France, Spain, Croatia, Germany, England, Russia, United States and New Zealand.” The “Dear Future Mom” also has a social component, built around the official hashtag #DearFutureMom.

As mentioned, the campaign marks the third consecutive year Saatchi & Saatchi has teamed up with CoorDown. Their previous two campaigns met with tremendous success, including 11 Lions at the last two Cannes International Festivals of Creativity and a Grand Prix at ADCE. Stick around for credits after the jump.

Credits:

Agency: Saatchi & Saatchi Italy

Executive Creative Director: Agostino Toscana

Creative Directors: Luca Lorenzini, Luca Pannese

Art Director: Luca Pannese

Copywriter: Luca Lorenzini

Director: Luca Lucini

Production Company: The Family Film

Agency Producer: Sabrina Sanfratello

Head of TV: Raffaella Scarpetti

Original Music: Alessandro Cristofori & Diego Perugini for Stabbiolo Music

Post Production: XChanges Vfx

Color Grading: Band

Audio Post Production: Top Digital / Cat Sound International

VO: Pasquale Anselmo

Mediabistro Course

Applied Web Analytics

Applied Web AnalyticsStarting November 24, learn how to use metrics to drive your business goals! In this course, you'll learn how to set goals and produce results based on data, identify and track the KPIs for your website, and integrate your analytic efforts into your overall marketing strategy. Register now!