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Canadian Down Syndrome Society: Endangered Syndrome by FCB Canada

Agency: FCB Canada
Date: Nov 2018
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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.


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

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