Canadian Down Syndrome Society: leaderboard-top-1 by FCB Canada
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Canadians with Down syndrome are appealing to be the first humans to be added to the endangered species list, and the stars of the spots make a compelling argument for their protective status.
In some countries like the US, there have been 30% fewer people born with Down syndrome than projected, and in a few countries, that number is approaching zero. Because of this, the Down syndrome community has less of a voice in the world today, resulting in a lack of housing, education and funding for a community that desperately needs support.
The Canadian Down Syndrome Society (CDSS) is applying to the International Union for the Conservation of Nature (IUCN), the organization that manages the Red List of Threatened Species, to have people with Down syndrome become the first humans to ever be included, in an effort to advocate for similar kinds of funding, protections, government intervention and public awareness that species on the Endangered List receive.
To promote the movement, the campaign includes a series of videos and print ads featuring people with Down syndrome representing endangered species. People dressed like lions, sea turtles, pandas and rhinos state their respective cases for their designation with lines like, “A lion can roar for help. I can only ask,” and “Just as fierce. Just as endangered.” The delivery is designed to raise awareness of the issues they face.
The campaign was created pro-bono by Toronto-based agency FCB Canada.
Credits
Client: Canadian Down Syndrome Society
Chair: Laura LaChance
Vice Chair: Ed Casagrande
Marketing & Communications Manager: Kristen Halpern
Governance Committee: Stewart Moffatt
Board Member: Ben Tarr
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna & Jeff Hilts
Group Creative Director: Andrew MacPhee
Sr. Art Director: Michael Morelli
Sr. Copywriter: Marty Hoefkes
Art Director: Cody Sabatine
Copywriter: Joseph Vernuccio
VP, Managing Director: Tracy Little
VP, Managing Director: Tim Welsh
Group Account Director: Ravi Singh
Account Supervisor: Olivia Selbie
Account Executive: Alex Kreinces
Agency Producer: Katherine Forester
Director of Project Management: Shandi Horovitch
Project Manager: Elizabeth Lane
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Research: Paul Gareau, Kantar Millward Brown
PR: Shannon Stephaniuk, Glossy
Lawyer: Adam Chamberlain, Environmental Law
Articling Student: Chris Hummel
Production Company: Radar
Director: Scott Drucker
Producer: Katherine Forester
Line Producer: Sarah Kravetz
Director of Photography: Scott Drucker & Chet Tilokani
Camera Operator: Scott Drucker & Chet Tilokani
Editing House: Saints Editorial
Editor: Michael Ofori-Attah and Jason Grebski
Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: The Vanity
Music House: Silent Joe
Music Track Director: Jody Colero
Engineer: John Hurlbut
Composer: Benjamin Pinkerton
Animation: Michael Medeiros
Costume Design: Lea Krpan & Nikola Milic
Website design: Happiness Saigon
Media Agency: UM Canada