To mark NDSS’s 40th anniversary, the organization partnered with Saatchi & Saatchi New York to challenge the limitations imposed on people with Down syndrome.
This digital and social campaign furthers the conversation following last year’s noteworthy Law Syndrome launch, which propelled legislation to reform the complex and misguided laws that hinder the Down syndrome community. This iteration of the campaign builds on this concept by focusing on the accomplishments of those with Down syndrome and how they have defied society’s expectations.
The video, which will be shared across YouTube, Facebook and Instagram, introduces the audience to a doctor telling a parent that their child has Down syndrome and describing the limitations associated with the diagnosis. The points made by the doctor are restrictions that the self-advocates featured in the video have likely heard about themselves from society, but instead of accepting them, the video showcases the individuals using them as fuel to not only meet their goals, but exceed them.
The individuals with Down syndrome featured in the video have made remarkable accomplishments. Collette Divitto owns a baking business, AnnaRose Rubright earned her college degree, Louis Dilauri has outlived the average life expectancy, John Tucker starred on an Emmy-winning TV show, Adrian Forsythe is a Lobbyist on Capitol Hill, Jon Stoklosa is a successful Powerlifter and Nicole Figueroa has been in a relationship with Jeffery Resnick for over 14 years. The incredible talent for the video was chosen from NDSS’s large network of self-advocates with diverse backgrounds and unique stories.
Through this work, Saatchi and NDSS aim to build further awareness for the cause and share an empowering message for the community, which highlights the accomplishments of NDSS’s self-advocates and propels momentum for the future. Saatchi and NDSS hope this encourages individuals within and outside of the community to raise awareness for the cause through word of mouth and donations at lawsyndrome.org.
Agency: Saatchi & Saatchi New York
CCO: Taras Wayner
Creative Director: Daniel Lobatón
Associate Creative Director / Art Director: Rafael Segri
Associate Creative Director / Copywriter: Kiko Mattoso
Producer: Danielle Hallack
Account Director: Ciara Siegel
Account Manager: Danielle Weiner
Account Executive: Micah Sharfstein
Digital Director: Melissa Hochman
Director: Anthony Pellino
Producer: Chris Dodds
Partner: Mark Smith
Partner: Spencer Dennis
Executive Producer : Kathryn Berk
Edit: Whitehouse Post
Editor: David Cea
Assistant Editor: Alejandro Villagran
Executive Producer: Caitlin Grady
Producer: Ryan Smith
CEO / President: Sara Weir
Senior VP: Kandi Pickard
Manager of Inclusive Education Programming: Sara Jo Soldovieri
Manager of Grassroots Advocacy: Nicole Patton
Director of Government Relations: Ashley Helsing