Canadian Down Syndrome Society: Down Syndrome Answers

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the 'Down Syndrome Answers' video campaign to better answer expectant parents' top-Googled questions.

Agency: FCB Canada

Product Description

The Canadian Down Syndrome Society is an organization that provides advocacy, support and resources for parents and people living with Down syndrome. Today, doctors treat Down syndrome like a curable disease and so provide cold and clinical information to expectant parents faced with this heart-wrenching diagnosis. CDSS wanted to reach these parents, in this moment and give them the human side of Down syndrome so these parents could make a more informed decision.

Objective of the Campaign

When parents learn their unborn child has Down syndrome, they have about 10 days to decide whether...

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