Grand LIA   |   Winners   |   Finalists

Non-Traditional
Public Service/Social Welfare

Bronze Winner

Entrant: Saatchi & Saatchi Italy, Milan

World Down Syndrome Day
"Dear Future Mom"

Corporate Name of Client: CoorDown Onlus
Head of Client Services: Federico De Cesare Viola
Agency Account Director: Simona Boracchia
PR / Marketing: Rachele Dottori/Federico De Cesare Viola
Agency: Saatchi & Saatchi Italy, Milan
Executive Creative Director: Agostino Toscana
Creative Directors: Luca Lorenzini/Luca Pannese
Copywriter: Luca Lorenzini
Art Director: Luca Pannese
Head of TV: Raffaella Scarpetti
Agency Producer: Sabrina Sanfratello
Production Company: The Family Film, Milan
Director: Luca Lucini
Post-Production Company: Xchanges Vfx, Milan
Sound Design Company: Top Digital, Milan
Music Production Company: Stabbiolo Music, Sarteano
Music Composers: Alessandro Cristofori/Diego Perugini
Digital PR Company: Ambito 5, Milan
Color Grading Company: Band, Milan
Media Planning Company: Zenith Optimedia, Milan
Digital PR Company: Saatchi Synergyze, Milan
Color Grading Company: Band, Milan
Media Planning Company: Zenith Optimedia, Milan

Description of the Project:
BACKGROUND.
Coordown is the Italian organization that champions the rights of people with Down syndrome. On the 9th of February 2014, the organization received an email from a future mom: "I'm expecting a baby with Down syndrome. I'm scared: what kind of life will my child have?"

IDEA.
On World Down Syndrome Day, Coordown replied with a Youtube video. In the video, young adults with Down syndrome respond to the mom's fears explaining all the ways her child will enjoy a full and fulfilling life.

RESULTS.
The campaign attracted extensive global media coverage and, on the week of World Down Syndrome Day, it was the world's most shared campaign (#1 on Viral Video Chart).