World Down Syndrome Day: Saatchi & Saatchi turns email into a moving ad

Advertisement shows parents the joys of having a child with Down syndome.

World Down Syndrome Day (WDSD), which is observed on March 21 to remember that the genetic disorder is caused by the presence of a third copy of chromosome 21, was celebrated with fervour this year.

Perhaps one of the most heart-warming gestures made by a global network was the advertisement made by the notable advertising agency Saatchi & Saatchi.



A pregnant mother, who recently found out that her unborn son has Down syndrome sent an email to CoorDown, which is Italy’s national organisation for people with the disorder. “What kind of life will my child have?” she asked.

Saatchi & Saatchi took the email as a reference point for its new advertisement for WDSD, in which 15 people with the disorder respond to the mother’s concern, according to adweek.com.

Through the advertisement, they convey to her what to expect, including both joys and challenges of having a child with Down syndrome.

This is Saatchi’s third year of working with CoorDown. With the tagline, ‘Everyone has the right to be happy’,the advertisement for WDSD stresses upon the need to ensure the contentment and wellbeing of people with Down syndrome.

It attempts to encourage diversity and integration in a society that is increasingly becoming individualistic. It specifically aims at instilling these ideals in school and work environments, so that people with the disorder are not discriminated against.

Published in The Express Tribune, March 22^nd, 2014.

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