Canadian Down Syndrome Society / Google AI: Project Understood

The Canadian Down Syndrome Society (CDSS), a non-profit organization, launched a campaign in Canada to make voice technology accessible to people with Down Syndrome (DS) and shift perceptions of a stigmatized community.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Project Understood is a campaign that redefined the power of voice technology, the power of data, and the power of people with Down syndrome - simultaneously. Our campaign reimagined voice technology, turning a tool that offers basic convenience into a tool that offers life-changing independence.

We reinvented the role of data in advertising; our strategy was grounded in the insight that Google's AI lacks sufficient voice data to be able to understand the Down syndrome community's unique speech patterns. To fill this gap, we recruited people with...

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