COORDOWN ONLUS | Integration Day | 2012
Swapping the stars of famous ads, for just one day / CoorDown "Integration Day"
On World Down Syndrome Day, some of Italy's most famous commercials became something different, just for that day. Taking over the lead roles were actors with Down syndrome.
The problem
CoorDown is a network of Down syndrome associations in Italy. What they wanted to push for was integration, in society and in the workplace. Rather than making yet another awareness poster, the idea was to actually make that integration happen, for real.
The insight
To spread understanding of Down syndrome, slipping into famous commercials that the whole country already knows by heart is more powerful than making a brand-new awareness ad. The thinking was that real awareness happens in that moment when a familiar face suddenly changes.
The idea
For commercials and print ads from major brands that everyone in Italy knows, including Averna, illycaffè, CartaSi, Pampers, Toyota, and Enel, an extra version was filmed alongside the original shoot, with actors with Down syndrome replacing the usual cast. On well-known TV programs too, people with Down syndrome appeared in place of the regular hosts. On March 21, 2012, World Down Syndrome Day, these swapped versions were all released at once.
What happened
The campaign won seven Gold Lions at Cannes Lions. Media exposure reportedly reached into the millions of euros, and inquiries from companies about hiring people with Down syndrome surged.
Afterthought
Instead of just "featuring" Down syndrome in an ad, they folded it right into advertising itself, and into commercials the whole country was already watching. I think that's really what awareness is supposed to do: push its way into the middle of everyday life. Just imagining the work it must have taken to convince all those companies to film an extra version alongside their main shoot makes me want to stand up a little straighter.
Awards
- Cannes Lions Gold 2012
