CDSS: Project Understood

Tim Welsh, Audrey Zink, Blake Connolly

A small charity in Canada, the Canadian Down Syndrome Society (CDSS) sourced voice samples from people with Down syndrome to enable the adaptation of Google's voice assistant technology, create meaningful change and positively shift public perceptions of the Down syndrome community.

Campaign details

Brand: Canadian Down Syndrome Society Brand owner: Canadian Down Syndrome Society Entrant company: Canadian Down Syndrome SocietyIdea creation: FCB TorontoMarket: CanadaSector: Charities & voluntary organisationsMedia channels: Email marketing, Social mediaBudget: Up to 500k

Executive summary

Project Understood 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands