| Заголовок | Anything But Sorry - The S Word |
| Brief | When they hear a baby has been born with Down syndrome, people often say “sorry”. But a new birth should be celebrated. So the Canadian Down Syndrome Society launched “Anything But Sorry”. At its core was a video, “The S-Word”, in which people with Down syndrome offered humorously inappropriate alternatives. It was backed by short films of Down syndrome families affected by the word “sorry”. And foul language warnings were added to popular YouTube videos containing the word. It all led a microsite where people shared more colourful welcomes that were “Anything But Sorry”.
What do you say to parents who just had a child with Down syndrome? The responses given by people with Down syndrome in this video are humorous, and often even inappropriate. “There goes your sex life,” says one straight-faced man, while other responses are heavily laced with expletives. The right answer is simple, though: you can say anything but sorry. A new birth should be celebrated. The S-Word video was accompanied by videos of Down syndrome families affected by the word “sorry,” foul language warnings on popular YouTube videos and a microsite where people shared more colourful alternatives.
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| Агентство |
FCB Canada
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| Кампания |
Anything But Sorry
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| Рекламодатель |
Canadian Down Syndrome Society
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| Бренд |
Canadian Down Syndrome Society
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| Posted | Ноябрь 2018 |
| Бизнес сектор | Благотворительные организации, фонды, волонтеры
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| История | This year 9,363 babies were born with Down syndrome, but none of these births were celebrated.Because when a baby with Down syndrome is born, the first words parents hear are “I’m sorry”. A hurtful comment that implies babies with Down syndrome should be pitied instead of celebrated as any newborn should be.The Canadian Down Syndrome Society (CDSS) had a mission: to stop people from saying “Sorry” when reacting to the birth of a baby with Down syndrome so parents never hear the word again.We knew the public didn’t realize that hurtful language can be hiding in the most well-meaning word. So to provoke this realization, we made “sorry” a bad word - showing that any off-colour, profanity-laden reaction is better than “Sorry.”Anything But Sorry is an integrated digital campaign, launched with a social video, “The S-Word”, featuring people with Down syndrome who offer humorously inappropriate suggestions to welcome a baby with Down syndrome. The video debunks stereotypes of people with Down syndrome as struggling, unintelligent, and a “burden” just by showing them as the happy, confident, intelligent people they are, living lives that should be celebrated, not pitied.To increase our reach, we worked with the Down syndrome community to share the video broadly. And at the same time, we launched docu-stories of Down syndrome families affected by the word “Sorry”.We even targeted the top-30 YouTube videos containing the word sorry with the first-ever language warnings. Our ‘S Warnings’ featured our Down syndrome talent warning viewers of the ‘inappropriate’ language they were about to hear.Everything drove to a microsite where people shared more colourful welcomes that were “Anything But Sorry”. Every share welcomed one of the 9,363 Down syndrome babies born in North America this year. |
| История (оригинальный язык) | This year 9,363 babies were born with Down syndrome, but none of these births were celebrated.Because when a baby with Down syndrome is born, the first words parents hear are “I’m sorry”. A hurtful comment that implies babies with Down syndrome should be pitied instead of celebrated as any newborn should be.The Canadian Down Syndrome Society (CDSS) had a mission: to stop people from saying “Sorry” when reacting to the birth of a baby with Down syndrome so parents never hear the word again.We knew the public didn’t realize that hurtful language can be hiding in the most well-meaning word. So to provoke this realization, we made “sorry” a bad word - showing that any off-colour, profanity-laden reaction is better than “Sorry.”Anything But Sorry is an integrated digital campaign, launched with a social video, “The S-Word”, featuring people with Down syndrome who offer humorously inappropriate suggestions to welcome a baby with Down syndrome. The video debunks stereotypes of people with Down syndrome as struggling, unintelligent, and a “burden” just by showing them as the happy, confident, intelligent people they are, living lives that should be celebrated, not pitied.To increase our reach, we worked with the Down syndrome community to share the video broadly. And at the same time, we launched docu-stories of Down syndrome families affected by the word “Sorry”.We even targeted the top-30 YouTube videos containing the word sorry with the first-ever language warnings. Our ‘S Warnings’ featured our Down syndrome talent warning viewers of the ‘inappropriate’ language they were about to hear.Everything drove to a microsite where people shared more colourful welcomes that were “Anything But Sorry”. Every share welcomed one of the 9,363 Down syndrome babies born in North America this year. |
| Тип медиа |
Анализ ситуации
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| Редакционная компания |
Rooster Post Production
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| Главный креативный директор |
Nancy Crimi-Lamanna
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| Главный креативный директор |
Jeff Hilts
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| Копирайтер |
Marty Hoefkes
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| Арт-директор |
Michael Morelli
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| Арт-директор |
Cody Sabatine
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| Арт-директор |
Gira Moin
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| Арт-директор |
Elma Karabegovic
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| Копирайтер |
Joseph Vernuccio
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| Иллюстратор |
Sasha Ortega
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| Иллюстратор |
Sarah Cleaver
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| Иллюстратор |
Amanda Disanto
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| Иллюстратор |
Sally Fung
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| Иллюстратор |
Logan Franklin
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| Вице-президент (ВП) |
Tracy Little
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| Управляющий директор |
Tracy Little
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| Вице-президент (ВП) |
Ricky Jacobs
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| Управляющий директор |
Ricky Jacobs
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| Директор рабочей группы клиента |
Ravi Singh
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| Делопроизводитель |
Olivia Selbie
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| Директор интегрированного производства |
Stef Fabich
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| Broadcast Producer |
Christine Michalejko
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| Директор по стратегии |
Shelley Brown
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| Стратегический планировщик |
Eryn LeMesurier
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| Стратег |
Shealgh Hartford
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| UX Lead |
Kristy Pleckaitis
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| Менеджер проекта |
Ashley Whitaker
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| QA Manager |
Lina Vaisman
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| QA Analyst |
Peter Panchine
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| QA Analyst |
Labdhi Deliwala
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| Продюсер печати |
Bruce Ellis
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| Менеджер студии |
Shairoz Manek
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| Production Mac Artist |
Billy Mavrakakis
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| Директор |
Elias Campbell
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| Директор |
Scott Drucker
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| Director of Photography |
Scott Drucker
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| Оператор-постановщик |
Stephen Mcloughlin
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| Casting - Jigsaw Casting |
Shasta Lutz
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| Исполнительный продюсер |
Melissa Kahn
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| Редактор |
Chris Parkins
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| Редакционная компания |
Radar Studios
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| Редактор |
Scott Drucker
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| Колорист |
Andrew Exworth
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| Online Facility |
Mike Bishop Fort York VFX
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| Художник огня |
Ernie Mordak
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| Продюсер Продакшн Студии |
Armen Bunag
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| Музыка |
Grayson Matthews
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| Public Relations |
Shannon Stephaniuk
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| Менеджер по рекламе |
Laura LaChance
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