Ad of the Day: CoorDown’s 'Dear Future Mum'

The motivation for this ad was apparently triggered by an email sent to CoorDown – Italiy’s national organisation for people with Down syndrome, from an expecting mother who had learned her unborn child had the genetic disorder and was scared as she didn’t know what kind of life her child would have.

The body turned to Saatchi & Saatchi Italy to help it create an ad ahead of Down Syndrome Day on 21 March. The ad shows 15 people with the disorder responding to the future mum – giving an idea of what to expect when her son arrives – the wonderful parts and the challenging. An emotional and inspiring ad.