This year at the 64th Cannes Lions International Festival of Creativity Canada received 44 coveted Lions – a record number for the Country. FCB Canada topped the list of winning agencies with 10 Lions, all awarded for their “Down Syndrome Answers,” making it the most-awarded Canadian creative agency at the 2017 festival. The campaign was awarded in a number of categories including Health & Wellness, Media, Creative Data, Cyber, Direct and PR.
About Down Syndrome Answers:
When prospective parents learn their unborn child has Down syndrome, they have about 10 days to decide whether to keep the baby or not. Shell-shocked and overwhelmed, they leave the doctor’s office with a list of unanswered questions.
To make it worse, when parents do search for answers, they are confronted at every turn with the cold and clinical language of Down syndrome: Genetic defects. Developmental delays. Abnormality. Language that is far removed from the emotional reality of the agonizing decision at hand.
Canadian Down Syndrome Society (CDSS) realized there was a gap in information geared for expectant parents facing a diagnosis. Rather than leaving them to the wilds of Wikipedia and WebMD, this campaign answers the top 40 Googled questions by the people living with Down syndrome themselves.
The campaign’s goal was to be there for these parents by simply giving them the answers they were seeking in the very moment they were looking for them. “Down Syndrome Answers” is ongoing, so these answers will always be there for expectant parents facing this difficult decision.
1. Adam, When do babies with Down syndrome learn to talk?
2. Jan, How long does a person with Down syndrome live?
3. Cameron, Can a person with Down syndrome ride a bike?
4. Caleigh, Can a person with Down syndrome learn to read?
5. Valerie, Can people with Down syndrome play sports?
6. Travis, Can a person with Down syndrome have a job?
7. Krystal, Can people with Down syndrome have a baby?
8. Leah, Who gets Down syndrome?
9. Dylan, Which parent does Down syndrome come from?
10. Krystal, What is Down syndrome?
“Down Syndrome Answers” was created pro bono for the Canadian Down Syndrome Society and is specifically designed to help people find the answers they are looking for via Google Search. The videos are hosted on YouTube and on the Canadian Down Syndrome Society website, http://cdss.ca/down-syndrome-answers/
They created a case study of the campaign:
About Canadian Down Syndrome Society
The Canadian Down Syndrome Society (CDSS) is a vital resource linking individuals, parents and professionals through advocacy, education and providing information. The Canadian Down Syndrome Society is proud to be the voice of Canadians with Down syndrome and their families. Visit www.cdss.ca for more information. #SeeTheAbility