2019 Winner

Canadian Down Syndrome Society

Endangered Syndrome

FCB Canada

GoldCause/Public Service

GoldEvolution Strategy: Keeping it Fresh

An increase in prenatal screening has led the Down syndrome population to decline. But as the community shrinks, so too do the resources that support them, creating an “Endangered Syndrome” that needs attention.

Even though Down syndrome could qualify as “endangered,” wildlife organizations that protect animals tend to receive 100 times more funding than Down syndrome organizations in North America. So the Canadian Down Syndrome Society applied for the first group of people to be put on the official endangered species list. Naturally, this created a media frenzy. The press picked up the story, which included a video with real people with Down syndrome dressed as endangered animals and driving people to sign a petition online.

The campaign kick-started an avalanche of conversations around the silent issue. It also earned half a billion media impressions with only $2,000 invested in media, while 49,500 people signed the petition, and donations increased by 77%.

FCB Toronto
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
Director: Scott Drucker
Producer: Katherine Forester
Line Producer: Sarah Kravetz
DOP: Scott Drucker & Chet Tilokani
Camera Operator: Scott Drucker & Chet Tilokani

Editing House: Saints Editorial
Editor: Michael Ofori-Attah and Jason Grebski

Transfer Facility: The Vanity
Colourist: Andrew Exworth

Online Facility: The Vanity

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

PR: Shannon Stephaniuk, Glossy

Lawyer: Adam Chamberlain, Environmental Law
Articling Student: Chris Hummel

UM Canada

For registration inquiries, please contact Ben Soldinger at bsoldinger@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.