Campaign details

Advertiser: National Down Syndrome Society
Brand: National Down Syndrome Society
Agency: Saatchi & Saatchi New York
Country: United States


In order to help those with Down syndrome earn a fair salary, reach their potential, and live full, independent lives, we needed to achieve three key goals:

  1. Communications objective: Raise awareness of the outdated law
  2. Marketing objective: Penetrate the DC market to talk to key stakeholders and inspire citizens nationwide to call their representatives and demand change
  3. Commercial objective: Generate enough support to get the bill passed

Because of an antiquated law, people with Down syndrome (DS) risk losing their medical coverage if they get a job. Federal law states that in order to qualify for Medicaid and Supplemental Security Income—programs that provide medical support and life skills coaching for the disabled—you can't have more than $16,000 in cash savings or other assets.1