Direct > Product & Service
INTEGRATION DAY
SAATCHI & SAATCHI, Milan / COORDOWN ONLUS / 2012
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
On the 21st of March, on World Downs Syndrome Day, alternative versions of the commercials of some of the most well-known national and international brands (Illy Coffee, Averna Liqueur, Cartasi Credit card, Toyota, Pampers) were broadcast on TV. During filming, we had shot alternative scenes in which the original actor was substituted by an actor with Downs Syndrome. These alternative versions appeared 334 times. The same happened with print campaigns (by Enel, Carrefour, Toyota). And in the same vein, on the 21st of March, people with Downs Syndrome appeared in some of the most famous Italian television programmes, replacing the usual stars.
ClientBriefOrObjective
The goal of the campaign was to take full advantage of World Downs Syndrome Day to attract the attention of the public to the importance of integrating people with Downs Syndrome into society. In particular our target was made up of all those companies in the country that could offer them a job opportunity. This because ensuring people with Downs Syndrome a higher level of self-sufficiency would mean ensuring a more serene future especially when, once they reach a certain age, there might be no relative capable of helping them out.
Effectiveness
The operation attracted the attention of all the national media, including TV, newspapers, magazines, radios, social media and blogs and, on the following days it opened a debate all around the country.We generated the equivalent of nearly €5.5m worth of coverage and we reached around 18m people, a third of the Italian population. And, most important of all, in the week following the communication event, enquiries to CoorDown from companies interested in integrating people with Downs Syndrome into their organisations went up 600%.
Relevancy
Since the most effective way to communicate something is to not say it, but actually do it, we decided to realise in our own way an exceptional though substantial example of the kind of integration we wanted to promote. Therefore we decided to focus our communication on one single day. We were absolutely positive it would attract enough attention and reaction to get people talking about it on the one hand and generate substantial action by companies on the other. And so it did.
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