Campaign details

Brand: Canadian Down Syndrome Society
Advertiser: Canadian Down Syndrome Society
Lead agency: FCB Canada

Effie awards category context

Discovering that your unborn baby has Down syndrome – and having to decide whether to keep the baby or not – is an incredibly difficult decision that parents face. Parents often make that decision with just clinical information, despite wanting to understand Down syndrome in human terms too. Our campaign gave parents the human side of Down syndrome – using real life advocates to answer their most Googled questions. Using AdWords we intercepted and educated our audience. And using SEO, our videos became an always-on educational resource to inform parents facing a Down syndrome diagnosis today and in the future.

State of the marketplace and brand's business