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Category
Community Building
Annual ID
OS_PR18013G
About the Work
Parents of a baby born with Down syndrome hear “I’m sorry” instead of “Congratulations. Words that imply their baby deserves pity rather than celebration. We had one specific goal: To make sorry a bad word. Anything But Sorry is an integrated digital campaign that asks for one simple change: Stop saying sorry to new parents of a baby with Down syndrome. The campaign launched with a social video featuring people with Down syndrome offering colorful ways to welcome a Down syndrome baby then used it to intercept the most googled question after a baby is born – “What do you say when a baby is born with Down syndrome?”. This drove to a microsite where people shared almost 10,0000 more “appropriate” messages welcoming the 9,363 babies born with Down syndrome in North America this year the right way. The campaign earned 1.3 billion impressions making “Sorry” the only bad word.
2018 Awards
Total Points: 25
Gold Pencil
Credits
Agency
FCB Canada / Toronto
PR / Marketing Agency
Glossy Inc. / Toronto
Production Company
Fort York / Toronto
Fuel Content / Toronto
Grayson Matthews / Toronto
Jigsaw Casting / Toronto
Rooster / Toronto
The Vanity / Toronto
Radar / Toronto
Chief Creative Officer
Nancy Crimi-Lamanna
Jeff Hilts
Creative Technologist
Madara Ranawake
Director
Elias Campbell
Scott Drucker
Producer
Melissa Kahn
Christine Michalejko
Writer
Marty Hoefkes
Content Strategist
Shelley Brown
Shelagh Hartford
Eryn LeMesurier
Creative Team
Florian Adu-Gyamfi
Armen Bunag
Labdhi Deliwala
Bruce Ellis
Andrew Exworth
Stef Fabich
Ricky Jacobs
Tracy Little
Sasha Lutz
Albert Macchiusi
Shairoz Manek
Billy Mavrakakis
Stephen Mcloughlin
Ernie Mordak
Peter Panchine
Kristy Pleckaitis
Rittie Prak
Olivia Selbie
Ravi Singh
Tyler Turnbull
Lina Vaisman
Ashley Whitaker
Shannon Stephaniuk
Zac Matheson
Music / Sound
Grayson Matthews
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