TitleAnything But Sorry
BriefThis 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.
Campaign Anything But Sorry
Advertiser Canadian Down Syndrome Society
Brand Canadian Down Syndrome Society

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PostedOctober 2018
Business SectorSubscribers Only
StorySubscribers Only
Media Type Web Film
Editing Company
Chief Creative Officer N...y Cri.......nna Subscribers Only
Chief Creative Officer J..f H...s Subscribers Only
Copywriter / Art Director M...y H....es Subscribers Only
Art Director M....el M....li Subscribers Only
Art Director C..y Sa....ne Subscribers Only
Art Director G..a M..n Subscribers Only
Chief Executive Officer (CEO) T...r Tu....ll Subscribers Only
Managing Director R...y J...bs Subscribers Only
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Group Account Director R..i S...h Subscribers Only
Account Executive O...ia S...ie Subscribers Only
Chief Strategy Officer S....ey B...n Subscribers Only
Strategic Planner E..n Le.....ier Subscribers Only
Art Director E..a Ka......vic Subscribers Only
Copywriter J...ph Ve.....io Subscribers Only
Illustrator S...a O...ga Subscribers Only
Illustrator S...h C....er Subscribers Only
Illustrator A...da D....to Subscribers Only
Illustrator S...y F..g Subscribers Only
Illustrator L...n Fr....in Subscribers Only
Account Director R..i S...h Subscribers Only
Broadcast Producer Ch.....ne Mi.....jko Subscribers Only
Strategist S....gh Ha....rd Subscribers Only
Project Manager A...ey Wh....er Subscribers Only
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Studio Manager S....oz M...k Subscribers Only
Production B...y Ma.....kis Subscribers Only
Production R...ie P..k Subscribers Only
Director E...s Ca....ll Subscribers Only
Director S...t D....er Subscribers Only
Director of Photography (DOP) S...t D....er Subscribers Only
Director of Photography (DOP) S....en Mc.....lin Subscribers Only
Casting S...ta L..z Subscribers Only
Executive Producer M....sa K..n Subscribers Only
Editor C...s P....ns Subscribers Only
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Creative Lead Nancy Crimi-Lamana
Creative Lead Jeff Hilts
Creative Michael Morelli
Creative Marty Hoefkes
Creative Cody Sabatine
Creative Gira Moin
Creative Elma Karabegovic
Creative Joseph Vernuccio
Creative Sasha Ortega
Creative Sarah Cleaver
Creative Amanda Disanto
Creative Sally Fung
Creative Logan Franklin
Account Management Tracy Little
Account Management Ricky Jacobs
Account Management Ravi Singh
Account Management Olivia Selbie
Account Management Zac Matheson
Broadcast Production Stef Fabich
Broadcast Production Christine Michalejko
Strategic Planning Shelley Brown
Strategic Planning Eryn LeMesurier
Strategic Planning Shelagh Hartford
UX Lead Kristy Pleckaitis
Project Management Ashley Whitaker
Technology Lead Madara Ranawake
Developement Florian Adu-Gyamfi
QA Lina Vaisman
QA Peter Panchine
QA Labdhi Deliwala
Production Elias Campbell
Production Scott Drucker
Production Stephen Mcloughlin
Production Joële Walinga
Production Andrew Exworth
Production Ernie Mordak
Production Melissa Vasiliev
Production Armen Bunag
Production Melissa Kahn
Production Chris Parkins
Production Joey Whitelaw
Production Billy Mavrakakis
Production Rittie Prak
Production Albert Macchiusi
Entrant Company FCB CANADA
Idea Creation FCB CANADA
Production FCB CANADA
Production THE VANITY
Production FORT YORK
Additional Company JIGSAW CASTING

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