Saatchi & Saatchi Italy for World Down Syndrome Day – The Coordown Project

People with Down Syndrome can be part of society and actively contribute to its development. The Coordown organization campaigns for the integration of people with Down Syndrome in society and, in particular, the work enviroment. On the 21st of March, on World Down Syndrome Day, we promoted this in an exceptional way.

“We are very proud to participate in this project. We were struck by the innovative style of this project, communicating the importance and the normality of diversity through the tool that permeates our daily lives and that captures our attention in every moment of the day: advertising. We are proud to contribute to the dissemination of this message, which contains the values central to the Toyota philosophy which always put the person first, clients on one side and the employees on the other side, as a vital resource. People with their talent and passion, variety and diversity that make our company a great company.”  – Lorenzo Matthias – Public Relations General Manager at Toyota Motor Italy.

On that day, alternative versions of the commercials of some of the most well known national and international brands (Illy Coffee, Averna Liqueur, Cartasi Credit card, Toyota, Pampers) were broadcast on tv. During filming, we had shot alternative scenes in which the original actor was substituted by an actor with Down Syndrome. These alternative versions appeared 334 times that day.

The same happened with print campaigns (by Enel,  Carrefour, Toyota)  scheduled on the main national Italian newspapers.
And in the same vein, on the 21^st of March, people with Down Syndrome appeared in some of the most famous Italian television programmes, replacing the usual stars.

The operation attracted the attention of all the national media, including tv, newspapers, magazines, radios, social media and blogs and, on the following days it opened a debate all around the country.

We generated the equivalent of nearly 5 ½ Million euros worth of coverage and we reached around 18 million people, a third of the italian population. And, most important of all, in the week following the communication event, enquiries to CoorDown from companies interested in integrating people with Downs Syndrome into their organizations went up 600%.

“We are proud of taking part in such an innovative communication event, because we firmly believe in it – declared Sergio Silvestre, CoorDown National Coordinator. We are thankful to Saatchi & Saatchi and to all the other partners for the precious help and the sensitiveness they showed. Regarding the theme of inclusion, unfortunately there is still a lot to do, especially in workplaces and schools, starting from people’s prejudices. The winning idea is sending normality as a message. People with Down syndrome have the right to express their capability and to have the same opportunity as anybody else. But too often they are considered different and incapable of having an independent lifestyle. This campaign is an exceptional example, and we hope it will be the example to follow, every day.”

Advertising Agency: Saatchi & Saatchi, Italy
Executive Creative Director: Agostino Toscana
Creative Directors: Agostino Toscana, Alessandro Orlandi, Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Supporting Creative Team: Antonio Gigliotti, Micaela Trani, Nico Marchesi, Riccardo Catagnano, Davide Vismara, Sonia Cosentino, Anselmo Tumpic, Elena Cicala, Fabio D’alessandro, Manuel Musilli, Antonio Di Battista, Tommaso Zago, Eliana Frosali, Antonio Tardio, Daniele Barone, Emanuele Quadri, Giulio Frittaion, Marco Dispenza, Massimo Paternoster, Alberta Schiatti, Raffaele Bellezza
Production Company: Akita, Made, Mercurio, Catsound, Sing Sing, Networks, Castadiva Pictures, Myavalon, Band, Top Digital, Disc 2 Disc, Flippermusic
Directors: Luca Maroni, Bosi e Sironi, Nadia De Paoli, Xavier Mairesse, Jose Pratt, Leone Pompucci,
Photographers: Davide Bodini, Mecanique Generale, Matteo Cremonini, Platinum, Boudwjin Smit, Lorenzo Scolari,
Post Production: Balalò, Rebelicon, Matteo Tranchellini
Year: 2012

“We are proud of taking part in such an innovative communication event, because we firmly believe in it – declared Sergio Silvestre, CoorDown National Coordinator. We are thankful to Saatchi & Saatchi and to all the other partners for the precious help and the sensitiveness they showed. Regarding the theme of inclusion, unfortunately there is still a lot to do, especially in workplaces and schools, starting from people’s prejudices. The winning idea is sending normality as a message. People with Down syndrome have the right to express their capability and to have the same opportunity as anybody else. But too often they are considered different and incapable of having an independent lifestyle. This campaign is an exceptional example, and we hope it will be the example to follow, every day.”

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