At the heart of March, International Down Syndrome Day (21/03) emerges not only as a date of awareness, but as a beacon of inclusion, challenging the world to recognize and celebrate the valuable contributions of individuals with Down syndrome. This year, the international campaign “ASSUME THAT I CAN”, developed by CoorDown, the National Coordination of Associations of People with Down Syndrome in Italy, in collaboration with the New York agency, SMALL, redefined the frontiers of advertising and representation.
Check out the campaign:
The campaign presents a powerful narrative, centered on a young woman with Down syndrome who directly challenges the limited expectations that society often places on people like her. With emotional clarity and unwavering determination, the message is clear: it’s time to embrace that people with Down syndrome can achieve their dreams and aspirations, just like anyone else.
The importance of this campaign extends beyond its emotional appeal; It sheds light on the critical need for genuine inclusion in all spheres of life – from education to the workplace to media representation. By choosing to highlight potential and capabilities rather than focusing on limitations, “ASSUME THAT I CAN” invites us to reconsider our own perceptions and prejudices.
The creative approach taken by CoorDown and SMALL exemplifies the power that advertising can have when used as a tool for social change. Using emotional storytelling techniques, the campaign establishes a direct connection with the public, encouraging a deep reflection on the stereotypes we perpetuate, often without realizing it.
Today, CoorDown has been impacting the world with powerful advertising messages. For over a decade, CoorDown, in collaboration with creatives Luca Lorenzini and Luca Pannese and advertising agencies such as Small New York, Saatchi & Saatchi, Publicis OneTeam and FCB Mexico, has been creating innovative and bold videos for International Syndrome Day. Down. Supervised by CoorDown’s vice-president and responsible for communications, Martina Fuga, these campaigns have already received almost one hundred dozens of Lions awards, including 9 gold, at the Cannes International Festival of Creativity, D&AD Awards, ADCI Awards and New York Festival, among others.
Completing an article about an initiative as inspiring as “ASSUME THAT I CAN” without a call to action would be a missed opportunity. Therefore, I invite each of you to not only reflect on the messages of this campaign, but also to become an active agent of change. Millions of people around the world have already watched the campaign, proving that well-done advertising can have a significant positive impact on society.
The “ASSUME THAT I CAN” campaign reminds us that, at the heart of inclusion, is the belief in the unlimited potential of each individual. As we strive to build a society where inclusion is the norm rather than the exception, campaigns like this play a crucial role in illuminating the way forward.
On my personal journey as a mother of a child with Down syndrome and a diversity and inclusion specialist, I can assure you that the video’s message is truly powerful! Many of the difficulties faced by people with Down syndrome and their families are, in fact, due to myths and stereotypes. It is essential to eliminate ableism (prejudice against people with disabilities) and promote true inclusion.
Do you want to collaborate with Diversity and Inclusion agendas? Write to me here: [email protected].
Include inclusion and diversity in your life. Follow on Instagram: @caminhoscommanu
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(Cover image: iStock)
* This text does not necessarily reflect the opinion of the vehicle
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