Agency: FCB Canada
Date: Mar 2018
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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, 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, 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.


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


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


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