CDSS: Project Understood

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...

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