| Titulo | Anything But Sorry |
| Brief | 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. |
| Agência | FCB Canada |
| Campanha | Anything But Sorry |
| Anunciante | Canadian Down Syndrome Society |
| Marca | Canadian Down Syndrome Society |
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| Posted | Outubro 2018 |
| Sector Empresarial | Somente assinantes |
| História | Somente assinantes |
| Tipo de Mídia | Viral |
| Comprimento | |
| Empresa de produção | Rooster Post Production |
| Chief Creative Officer | N...y Cri.......nna Somente assinantes |
| Chief Creative Officer | J..f H...s Somente assinantes |
| Copywriter / Art Director | M...y H....es Somente assinantes |
| Director de arte | M....el M....li Somente assinantes |
| Director de arte | C..y Sa....ne Somente assinantes |
| Director de arte | G..a M..n Somente assinantes |
| Chief Executive Officer (CEO) | T...r Tu....ll Somente assinantes |
| Managing Diretor | R...y J...bs Somente assinantes |
| Managing Diretor | T...y L...le Somente assinantes |
| Group Account Director | R..i S...h Somente assinantes |
| Executivo de contas | O...ia S...ie Somente assinantes |
| Chief Strategy Officer | S....ey B...n Somente assinantes |
| Planeador estratégico | E..n Le.....ier Somente assinantes |
| Director de arte | E..a Ka......vic Somente assinantes |
| Redator | J...ph Ve.....io Somente assinantes |
| Illustrator | S...a O...ga Somente assinantes |
| Illustrator | S...h C....er Somente assinantes |
| Illustrator | A...da D....to Somente assinantes |
| Illustrator | S...y F..g Somente assinantes |
| Illustrator | L...n Fr....in Somente assinantes |
| Director de contas | R..i S...h Somente assinantes |
| Broadcast Producer | Ch.....ne Mi.....jko Somente assinantes |
| Estrategista | S....gh Ha....rd Somente assinantes |
| Project Manager | A...ey Wh....er Somente assinantes |
| Print Producer | B...e E...s Somente assinantes |
| Studio Manager | S....oz M...k Somente assinantes |
| Produção | B...y Ma.....kis Somente assinantes |
| Produção | R...ie P..k Somente assinantes |
| Realizador | E...s Ca....ll Somente assinantes |
| Realizador | S...t D....er Somente assinantes |
| Director de fotografia | S...t D....er Somente assinantes |
| Director de fotografia | S....en Mc.....lin Somente assinantes |
| Casting | S...ta L..z Somente assinantes |
| Produtor executivo | M....sa K..n Somente assinantes |
| Editor | C...s P....ns Somente assinantes |
| Empresa de produção | R...R Somente assinantes |
| Editor | S...t D....er Somente assinantes |
| Editor | J...e W....ga Somente assinantes |
| Colorist | A...ew E....th Somente assinantes |
| Flame Artist | E...e M...ak Somente assinantes |
| 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 | FUEL CONTENT |
| Production | THE VANITY |
| Production | FORT YORK |
| Production | GRAYSON MATTHEWS |
| PR | GLOSSY |
| Additional Company | JIGSAW CASTING |
| Additional Company | CANADIAN DOWN SYNDROME SOCIETY |
| Additional Company | ROOSTER POST PRODUCTION |
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