Endangered Syndrome
Canadian Down Syndrome Society
Issue 53 | January 2020
Agency
FCB Canada
Creative Team
Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts Group Creative Director: Andrew MacPhee Sr. Art Director: Michael Morelli Sr. Copywriter: Marty Hoefkes Art Director: Cody Sabatine Copywriter: Joseph Vernuccio VP, Managing Director: Tracy Little VP, Managing Director: Tim Welsh Group Account Director: Ravi Singh Account Supervisor: Olivia Selbie Account Executive: Alex Kreinces Agency Producer: Katherine Forester Director of Project Management: Shandi Horovitch Project Manager: Elizabeth Lane Chief Strategy Officer: Shelley Brown Planning Director: Eryn LeMesurier Research: Paul Gareau, Kantar Millward Brown
Production Team
Production Company: Radar Director: Scott Drucker Producer: Katherine Forester Line Producer: Sarah Kravetz Director of Photography: Scott Drucker, Chet Tilokani Camera Operator: Scott Drucker, Chet Tilokani Editing House: Saints Editorial Editor: Michael Ofori-Attah, Jason Grebski Transfer Facility: The Vanity Colourist: Andrew Exworth Online Facility: The Vanity
Other Credits
Client: Canadian Down Syndrome Society Chair: Laura LaChance Vice Chair: Ed Casagrande Marketing & Communications Manager: Kristen Halpern Governance Committee: Stewart Moffatt Board Member: Ben Tarr PR: Shannon Stephaniuk, Glossy Lawyer: Adam Chamberlain, Environmental Law Articling Student: Chris Hummel Music House: Silent Joe Music Track Director: Jody Colero Engineer: John Hurlbut Composer: Benjamin Pinkerton Animation: Michael Medeiros Costume Design: Lea Krpan & Nikola Milic Website Design: Happiness Saigon Media Agency: UM Canada
Date
November 2018
Background
A rapid increase in pre-natal screening for Down syndrome, along with near universal termination rates, means this population is declining. To the extent that it’s predicted to be extinct in Iceland by 2091.
Idea
Considered a medical achievement by some, this quiet revolution is having a devastating impact on the Down syndrome community. Because as the population shrinks, so do the resources it desperately needs. FCB Canada and the Canadian Down Syndrome Society’s goal was to make this silent crisis impossible to ignore any longer. In response, they introduced “Endangered Syndrome:” a digital campaign that illustrates why, for the first time in history, a group of people applied to be on the endangered species list. Based on the International Union for Conservation of Nature’s own criteria, the Down syndrome community would qualify to be protected as an endangered species. So, FCB Canada took the intentionally bold step of trying to qualify on its behalf – making the cause un-ignorable. The campaign launched with a social video that featured real people with Down syndrome advocating for all the support they aren’t getting. To make sure the video had social stopping power, Down syndrome heroes wore animal inspired costumes – drawing a provocative parallel between the resources they need, and the resources afforded to endangered animals.
Results
The video drove to educational microsite EndangeredSyndrome.com, where the public could sign the petition to donate and show their support. FCB Canada took home Gold in the first-ever Creative Strategy Lions at Cannes Lions 2019.