Direct > Product & Service
DEAR FUTURE MOM
SAATCHI & SAATCHI, Milan / COORDOWN ONLUS / 2014
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
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?”
Execution
Nobody better than people with Down syndrome could reassure the mom about how promising and joyful the life of her child can be, in spite of the condition.
Implementation
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: "Dear future mom, don’t be afraid... your child will be able to go to school... he'll be able to learn to write... he'll be able to work. Sometimes it will be difficult... almost impossible... but isn’t it like that for all mothers?” The video ends with a message of hope for the mother: “Your child can be happy. And you’ll be happy too.”
Outcome
The campaign attracted extensive global media coverage and, on the week of World Down Syndrome day, it was the world’s most shared campaign. Even YouTube and the Italian Prime Minister, Matteo Renzi, shared the video. We like to think that, in the future, wherever there is a scared mother who needs help, this video will be there to reassure her. Just like it reassured the mother who inspired the campaign. Here is what she wrote back to CoorDown, after seeing the video: "I don’t know how to thank you. But I do know I'm looking forward to meeting my son."
The campaign attracted extensive global media coverage in more than 20 countries all over the world.
On the first week, the Youtube video was viewed more than 5 million times and shared more than 750,000 times.
On the week of World Down Syndrome Day, the video was the world’s most shared video (#1 on Viral Video Chart).
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