Campaign details

Agency: FCB Canada
Advertiser: Canadian Down Syndrome Society
Category: Cause

Section I — Case Parameters

Business Results Period (Consecutive Months): November 2016 – March 2017
Start of Advertising/Communication Effort: November 1, 2016
Base Period as a Benchmark: October 2016
Geographic Area: Canada
Budget for this effort: $0 – $50,000

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

When parents learn their unborn child has Down syndrome, they have a short period of time to decide whether to keep the baby or not. Shell-shocked, they leave the doctor's office with a list of questions.

To make matters worse, parents are confronted with the cold and clinical language of Down syndrome: Genetic defects. Developmental delays. Abnormalities. Language that is far removed from the emotional reality of the agonizing decision at hand.