World Down Syndrome Day in Italy

CoorDown, the National Association for people with Down Syndrome, and Saatchi & Saatchi Italy have joined forces for a communication project to promote better integration of people with Down Syndrome into society. On March 21st, UN World Down Syndrome Day (WDSD), alternative versions of well known national and international TV and print campaigns feature actors with Down Syndrome in place of the original actors and models. People with Down Syndrome are also taking part in well known live Italian TV shows. The alternative campaigns are intended to promote the importance of integration in a unique way: by realizing it. Participating brands include: Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota. The alternative campaigns can all be previewed on the CoorDown web page: The movement can be followed on (search: World Down Syndrome Day) or on Twitter: @WorldDSDay or hashtag #WDSD.

World Down Syndrome Day CoorDown Keyframes 2012

Click on the image below to play the case study video.

WDSD was created to raise awareness about Down Syndrome, to overcome prejudice and to promote the respect and integration into society of all people with Down Syndrome. The date 21 March was specially chosen to connect with Down Syndrome, known also as Trisomy 21, because it is characterized by the presence of a third chromosome (three instead of two) in the chromosomal couple no. 21 of the human cells. Hence the choice of the 21st day of the 3rd month.

Enel print ad for Coordown
Toyota print ad for Coordown
Carrefour print ad for Coordown

Click on the image below to play the Toyota video.

Click on the image below to play the Illy video.

Click on the image below to play the Pampers video.

Click on the image below to play the CartaSi video.

Click on the image below to play the Averna video.

World Down Syndrome Day Credits

The World Down Syndrome Day campaign was developed at Saatchi & Saatchi Italy by chief executive officer Giuseppe Caiazza, creative directors Agostino Toscana, Alessandro Orlandi, copywriter Luca Lorenzini and art director Luca Pannese.