Campaign details

Brand: National Down Syndrome Society
Client: National Down Syndrome Society
Agency: Saatchi & Saatchi New York

Because of an antiquated law, people with Down syndrome (DS) risk losing their medical coverage if they get a job.

As the leading human rights organization for people with DS, NDSS knows that DS doesn't hold people back—antiquated laws do. With advocacy at its core, NDSS also knows how difficult it is to bring legislation that would amend those laws to the House of Representatives in Washington, D.C.

So in addition to advocating for change, we decided to inspire change. We wanted to demonstrate to lawmakers in the nation's capital that those with DS are ready, willing, and able to work.

To do this, we opened the first restaurant run entirely by people with DS steps from where the new legislation needed to pass. We called the restaurant C21 after the 21st chromosome that makes them uniquely different, but doesn't hold them back. We invited lawmakers and influential business people to opening night where individuals with Down syndrome were bartenders, hosts, musical performers, servers, chefs, and speech-makers.