The Canadian Down Syndrome Society (CDSS) had a goal of raising awareness of the abilities of their community, on a minuscule budget. But there were two issues:

Issue #1: Too Broad. With a small budget, the CDSS didn’t have the resources to breakthrough to a mass audience. We needed to hone our efforts in two ways: we focused our efforts on people with Down syndrome and their parents, not the general public, and used our strategic process to map a journey of key own-able moments.

Issue #2: Too Expected. The desired creative approach was generic, and frequently employed by disability advocacy groups, “see the ability”. But we knew that simply saying it doesn’t make people believe it.

CDSS is “pro-information”, combatting the stereotypes and stigma of Down syndrome. To fulfill their mission, we set out to demonstrate people with Down syndrome’s humanity instead of merely talking about it.