| Titel | Anything But Sorry - The S Word |
| Brief | When they hear a baby has been born with Down syndrome, people often say “sorry”. But a new birth should be celebrated. So the Canadian Down Syndrome Society launched “Anything But Sorry”. At its core was a video, “The S-Word”, in which people with Down syndrome offered humorously inappropriate alternatives. It was backed by short films of Down syndrome families affected by the word “sorry”. And foul language warnings were added to popular YouTube videos containing the word. It all led a microsite where people shared more colourful welcomes that were “Anything But Sorry”.
What do you say to parents who just had a child with Down syndrome? The responses given by people with Down syndrome in this video are humorous, and often even inappropriate. “There goes your sex life,” says one straight-faced man, while other responses are heavily laced with expletives. The right answer is simple, though: you can say anything but sorry. A new birth should be celebrated. The S-Word video was accompanied by videos of Down syndrome families affected by the word “sorry,” foul language warnings on popular YouTube videos and a microsite where people shared more colourful alternatives.
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| Agentur |
FCB Canada
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| Kampagne |
Anything But Sorry
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| Werbende |
Canadian Down Syndrome Society
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| Marke |
Canadian Down Syndrome Society
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| Posted | November 2018 |
| Geschäftsbereich | Karitative, Ehrenamtliche Organisationen
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| Story | This 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. |
| Story (Originalsprache) | This 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. |
| Medientyp |
Case Study
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| Redaktionsbüro |
Rooster Post Production
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| Chief Creative Officer |
Nancy Crimi-Lamanna
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| Chief Creative Officer |
Jeff Hilts
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| Texter |
Marty Hoefkes
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| Art Director |
Michael Morelli
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| Art Director |
Cody Sabatine
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| Art Director |
Gira Moin
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| Art Director |
Elma Karabegovic
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| Texter |
Joseph Vernuccio
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| Illustrator |
Sasha Ortega
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| Illustrator |
Sarah Cleaver
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| Illustrator |
Amanda Disanto
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| Illustrator |
Sally Fung
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| Illustrator |
Logan Franklin
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| Vice President (VP) |
Tracy Little
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| Geschäftsführer |
Tracy Little
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| Vice President (VP) |
Ricky Jacobs
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| Geschäftsführer |
Ricky Jacobs
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| Etatdirektor |
Ravi Singh
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| Account Executive |
Olivia Selbie
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| Director of Integrated Production |
Stef Fabich
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| Fernsehproduktion |
Christine Michalejko
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| Leiter Strategie |
Shelley Brown
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| Strategieplaner |
Eryn LeMesurier
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| Strategist |
Shealgh Hartford
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| UX Lead |
Kristy Pleckaitis
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| Projektmanager |
Ashley Whitaker
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| QA Manager |
Lina Vaisman
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| QA Analyst |
Peter Panchine
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| QA Analyst |
Labdhi Deliwala
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| Druck-Produzent |
Bruce Ellis
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| Studio-Manager |
Shairoz Manek
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| Production Mac Artist |
Billy Mavrakakis
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| Regisseur |
Elias Campbell
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| Regisseur |
Scott Drucker
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| Director of Photography |
Scott Drucker
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| Direktor Fotografie |
Stephen Mcloughlin
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| Casting - Jigsaw Casting |
Shasta Lutz
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| Executive Producer |
Melissa Kahn
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| Cutter |
Chris Parkins
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| Redaktionsbüro |
Radar Studios
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| Cutter |
Scott Drucker
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| Kolorist |
Andrew Exworth
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| Online Facility |
Mike Bishop Fort York VFX
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| Flame Artist |
Ernie Mordak
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| Filmproduzent/Produzent |
Armen Bunag
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| Musik |
Grayson Matthews
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| Public Relations |
Shannon Stephaniuk
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| Werbeleiter |
Laura LaChance
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