Talk about the unreasonable power of creativity to send a message…about being normal.
Today is World Down Syndrome Day and to promote the belief that people with Down Syndrome have the right to express their capability and to have the same opportunity as anybody else, Saatchi & Saatchi Italy have put together a campaign for CoorDown – The National Network of Associations for People with Down Syndrome.
Throughout the day, TV audiences in Italy will see Down Syndrome actors replace well-known presenters and actors on several commercials. Participating Saatchi & Saatchi clients include Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota.
Reason leads to conclusion, emotion leads to action. This campaign is the difference between showing and telling. We get surprised, we get emotional, we see the unexpected, in familiar surroundings, and we question with both heart and head. With great execution, this creative reframing challenges pre-conceived notions and holds tremendous transformative power over our reactions to Down Syndrome.
The CoorDown campaign idea is to abandon uninformed prejudices and embrace a wider understanding of normality and more importantly, ability. The work goes well beyond what a regular not-for-profit campaign does. Thanks to our Italian clients whose co-operation and enthusiasm has made this possible, and to our people – CEO Giuseppe Caiazza, Chairman Fabrizio Caprara and creatives Agostino Toscana, Alessandro Orlandi, Luca Lorenzini and Luca Pannese.
See the work at www.coordown.it