Canadian Down Syndrome Society: Down Syndrome Answers

The Canadian Down Syndrome Society developed a campaign to help answer the most pressing questions facing parents who discover their unborn child has Down syndrome.

Campaign details

Brand: Canadian Down Syndrome SocietyAgency: FCB TorontoCountry: Canada

Executive summary

When parents learn their unborn child has Down syndrome, they have about ten days to decide whether to keep the baby or not. Research showed that parents inevitably turned to Google with their many questions about Down syndrome.

The Canadian Down Syndrome Society (CDSS) wanted to develop a campaign to help parents make an informed decision. After identifying the ten most-asked questions, the Society had real experts answer them – people who live with Down syndrome every day.

Down Syndrome Answers, an always-on...

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