Canadian Down Syndrome Society - "Anything But Sorry - The S Word"

FCB Canada

FCB Canada Toronto, Canada

Awards

13432

This ad is part of the ACT Responsible Collection

Brand: Canadian Down Syndrome Society
Country: Canada

Advertiser: Canadian Down Syndrome Society

Title	Anything But Sorry - The S Word
Brief	When they hear a baby has been born with Down syndrome, people often say “sorry”. But a new birth should be celebrated. So the Canadian Down Syndrome Society launched “Anything But Sorry”. At its core was a video, “The S-Word”, in which people with Down syndrome offered humorously inappropriate alternatives. It was backed by short films of Down syndrome families affected by the word “sorry”. And foul language warnings were added to popular YouTube videos containing the word. It all led a microsite where people shared more colourful welcomes that were “Anything But Sorry”. What do you say to parents who just had a child with Down syndrome? The responses given by people with Down syndrome in this video are humorous, and often even inappropriate. “There goes your sex life,” says one straight-faced man, while other responses are heavily laced with expletives. The right answer is simple, though: you can say anything but sorry. A new birth should be celebrated. The S-Word video was accompanied by videos of Down syndrome families affected by the word “sorry,” foul language warnings on popular YouTube videos and a microsite where people shared more colourful alternatives.
Agency	FCB Canada
Campaign	Anything But Sorry
Advertiser	Canadian Down Syndrome Society
Brand	Canadian Down Syndrome Society
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Posted	November 2018
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