Canadian Down Syndrome Society: advert-body-1 by FCB Canada
- Location:
It's appropriate to say sorry for being late, farting or taking the last slice of pizza, but the Canadian Down Syndrome Society (CDSS) is reminding people that it's inappropriate to use the "S word" when a baby is born with Down syndrome.
In recognition of World Down Syndrome Awareness Day (March 21), the latest chapter in CDSS’s 'Anything But Sorry' campaign is reminding people that every baby deserves to be celebrated. The multi-faceted campaign is highlighted by a new video called 'S-Warnings,' which features people with Down syndrome explaining when it’s okay to say "sorry," and when it's a bad word.
The CDSS is also expanding the message beyond social video, finding digital content containing the word “sorry” and intercepting people in those environments to reinforce the same message.
Using YouTube’s data-targeting capabilities, agency partner FCB Canada identified some of the top most-viewed videos on YouTube containing the word “sorry,” and inserted pre-roll ads warning viewers that the video they are about to see contains “inappropriate” language.
The campaign also targets common sites where the word sorry appears—such as Dictionary.com, music lyrics websites and e-card sites—with customized display banners that warn readers that the content they are viewing contains the “S-word.”
CDSS also partnered with Spotify to create a branded playlist of “inappropriate” songs, surprising listeners with a playlist filled with the most explicit word of all, “sorry”—which appears in chart toppers ranging from Justin Bieber’s “Sorry” to Demi Lovato’s “Sorry Not Sorry.”
All of the campaign elements direct people to AnythingButSorry.com, where they can view the “S-Warnings” video, learn more about Down syndrome, and learn more about how to properly speak to parents of children diagnosed or born with Down syndrome.
Credits
Campaign Title: Anything But Sorry: S-Warnings
Client: Canadian Down Syndrome Society
Canadian Down Syndrome Society Credits
Chair, Board of Directors: Laura LaChance
Vice-Chair, Board of Directors: Ed Casagrande
Member, Board of Directors: Ben Tarr
National Executive Director: Kirk Crowther
Communications Manager: Heather Turnbull
Resource Coordinator: Carlee Reardon
Creative Agency: FCB Canada
Creative
Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts
Group Creative Director: Andrew MacPhee
Sr. Copywriter: Marty Hoefkes
Sr. Art Director: Michael Morelli
Art Director: Alisa Sera Garcia
Copywriter: Jon Frier, Morgan Wroot
Account Management
Chief Executive Officer: Tyler Turnbull
VP, Managing Director: Tracy Little, Ricky Jacobs
Group Account Director: Ravi Singh
Account Supervisor: Olivia Selbie
Director of Integrated Production: Stef Fabich
Broadcast Producer: Lorrie Zwer
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Strategist: Shelagh Hartford
Project Management
Project Manager: Ashley Whitaker
Project Manager: Elizabeth Lane
Technology & Development
Director of Technology: Madara Ranawake
Front End Developer: Florian Adu-Gyamfi
Jr. QA Analyst: Peter Panchine
Sr. Manager of Analytics: Andrew Yang
Production Credits
Director & DOP: Scott Drucker
Camera: Chet Tilokani
Line Producer: Bill Hussey
Sound: Stewart McLean
Hair and Make Up: Carla McKeever
Editing House: Rooster Post Production
Executive Producer: Yumi Suyama
Editor: Chris Parkins
Assistant Editor: Joey Whitelaw
Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: Fort York
Flame Artist: Andrew Rolfe
Assistant Flame Artist: Kevin Asis
Producer: Armen Bunag
Music House: Grayson Matthews / Vapor RMW
Media
Communications Design Manager, Initiative: Kaitlin Sylvester
President, Initiative: Helen Galanis
VP of Investment, IPG Mediabrands: Bailey Wilson
VP Client Business Partner, UM: Robert Perri
Media Partners: Corus Entertainment, Spotify Canada, Bell Media
