[Warning: this article and video contain language some readers may find offensive]. Canada’s Down Syndrome Society has unveiled its latest campaign that’s as delightfully potty-mouthed as it is powerful.
The ad features a number of delightful folk with Down Syndrome who urge the watcher to do one thing – never say sorry when a baby is born with Down Syndrome.
Titled “Anything But Sorry”, the campaign is the work of creative agency FCB Canada, and sees the participants answering common questions they’re often asked – all with great wit and lewdness. Check out the fun and powerful spot below.
This latest incarnation follows previous work for the Down Syndrome Society which took home a Cannes Lions in 2016.
Commenting on the new campaign, Nancy Crimi-Lamanna, co-chief creative officer at FCB Canada, told US industry site Ad Week: “In talking to parents of children with Down syndrome, a recurring and devastating theme kept emerging.
“We heard stories of how traumatising the reaction towards the birth of their child was. Whether they had chosen to have the baby or it was a surprise, the reactions from family, friends and even healthcare providers was the same – a heartfelt ‘sorry.’ For many, this feeling of mourning, loss and sadness is their most prominent birth memory,” she said.