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%.
Credits
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
Media:
UM Canada
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.