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Canadian Down Syndrome Society: Anything But Sorry by FCB Canada

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FCB Canada has launched 'Anything But Sorry' for the Canadian Down Syndrome Society.

The campaign is the follow-up to last year’s 'Down Syndrome Answers' which was Canada’s most-awarded campaign in Cannes (2017) with 10 Lions .

The Campaign includes “The ’S’ Word” video where people with Down syndrome tell you what to say to someone who has had a baby with Down syndrome.

What do you say to parents when their child is born with Down syndrome?

Anything but 'Sorry.'

When a baby is born parents are usually showered with oohs, aahs and congratulations. The last thing most people would say to a new parent is “sorry.” Yet this is exactly what many parents with a newborn with Down syndrome hear from friends, family and even their doctors. Already heartbroken, ‘sorry’ offers more heartbreak.

So what should well-wishers say? Literally, the only bad word is the ‘S’ word. This is the point the Canadian Down Syndrome Society (CDSS) is making in its new campaign. Launching to coincide with Canadian Down Syndrome Week, November 1-7, the campaign aims to educate and inform people on how to react appropriately when a child is born with Down syndrome.


Campaign Title: Anything But Sorry

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

Member, Board of Directors: Stewart Moffatt

National Executive Director: Kirk Crowther

Communications Manager: Kaitlyn Pecson

Resource Coordinator: Carlee Reardon

Creative Agency: FCB Canada


Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts

Sr. Copywriter: Marty Hoefkes

Sr. Art Director: Michael Morelli

Art Director: Cody Sabatine, Gira Moin

Copywriter: Joseph Vernuccio

Illustrators: Sasha Ortega, Elma Karabegovic, Sarah Cleaver, Amanda Disanto, Sally Fung

Account Management

Chief Executive Officer: Tyler Turnbull

VP, Managing Director: Tracy Little, Ricky Jacobs

Group Account Director: Ravi Singh

Account Executive: Olivia Selbie

Director of Integrated Production: Stef Fabich

Broadcast Producer: Christine Michalejko

Chief Strategy Officer: Shelley Brown

Sr Strategic Planner: Eryn LeMesurier

Strategist: Shelagh Hartford

UX Lead: Kristy Pleckaitis

Project Management

Project Manager: Ashley Whitaker

Technology & Development

Director of Technology: Madara Ranawake

Front End Developer: Florian Adu-Gyamfi

QA Manager: Lina Vaisman

Jr. QA Analyst: Peter Panchine

Jr. QA Analyst: Labdhi Deliwala

Print Production

Print Producer: Bruce Ellis

Studio Manager: Shairoz Manek

Senior Production Mac Artist: Billy Mavrakakis

Production Mac Artist: Rittie Prak

Proofreader: Albert Macchiusi

Production Credits

Director: Elias Campbell

Director & DOP: Scott Drucker

DOP: Stephen Mcloughlin

Casting: Jigsaw Casting

CDC: Shasta Lutz

Editing House: Rooster Post Production

Executive Producer: Melissa Kahn

Editor: Chris Parkins

Assistant Editor: Joey Whitelaw

Editing House: Radar

Editor: Scott Drucker

Editor: Joële Walinga

Transfer Facility: The Vanity

Colourist: Andrew Exworth

Online Facility: Fort York

Flame Artist: Ernie Mordak

Assistant Flame Artist: Melissa Vasiliev

Producer: Armen Bunag

Music House: Grayson Matthews

Music Producer: Mark Domitric

Music Supervisor: Igor Correia

Sound Engineer: Brian Bernard

Sound Designer: Ben Swarbrick & Laura Titchner

Head of Sales: Kelly Mcclusky

Producer: Sharon Yokoyama

Project Coordinator: Nicholas Shaw

Printer: C.J. Graphics Inc., Parry Nitchos

PR: Shannon Stephaniuk, Glossy

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Added 28 October 2020
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