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Category
Creative Effectiveness / Non-Profit / Charity
Annual ID
OS22_CE025M
About the Work
With 8 billion voice assistants in use around the world by 2023, the future will be voice-first, but that future doesn’t include people with Down syndrome. Because they have atypical speech, Google’s voice assistant currently misunderstands about one in every three words they speak. People with Down syndrome are being left behind in the voice revolution. As a small, marginalized community, their needs were never considered.
The Canadian Down Syndrome Society (CDSS) had two problems to solve on a minuscule budget, with only $1,000 for media – make voice technology accessible to people with Down syndrome, and shift perceptions of a stigmatized community. Because, for people with Down syndrome, access to voice technology is more than just a convenience; it’s a tool for life-changing independence.
Adults with Down syndrome are capable of living independently; they simply require more structure and assistance. Strategies to help them remember to cook, clean, and complete their routines are required; they need more support to be safe. Because of their unique needs, voice assistants would be an invaluable tool, allowing them to set automatic reminders and schedules, build to-do lists, and get easy access to help. All key to becoming self-sufficient.
The Canadian Down Syndrome Society (CDSS) had two problems to solve on a minuscule budget, with only $1,000 for media – make voice technology accessible to people with Down syndrome, and shift perceptions of a stigmatized community. Because, for people with Down syndrome, access to voice technology is more than just a convenience; it’s a tool for life-changing independence.
Adults with Down syndrome are capable of living independently; they simply require more structure and assistance. Strategies to help them remember to cook, clean, and complete their routines are required; they need more support to be safe. Because of their unique needs, voice assistants would be an invaluable tool, allowing them to set automatic reminders and schedules, build to-do lists, and get easy access to help. All key to becoming self-sufficient.
2022 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Toronto
Production Company
Fuelcontent / Toronto
Music / Sound Production Company
Grayson Matthews / Toronto
Post Production Company
Bliss Interactive
Outside Editorial / Toronto
Alter Ego / Toronto
Associate Creative Director
Elma Karabegovic
Marty Hoefkes
Michael Morelli
Chief Creative Officer
Nancy Crimi-Lamanna
Jeff Hilts
Chief Strategy Officer
Shelley Brown
Copywriter
Jason Soy
Shannon McCarroll
Editor
John Gallagher
Michael Barker
Executive Producer
Kristina Anzlinger
Kelly McCluskey
Photographer
Cassidy Clemmer
Producer
Caitlin Schooley-Groneveldt
Strategist
Audrey Zink
Broadcast Producer
Kristine Lippett
Sarah Michener
Director / DOP / Camera Operator
Chet Tilokani
Scott Drucker
Director of Strategy
Eryn LeMesurier
Shelagh Hartford
Account Executive
Olivia Selbie
Board Member
Ben Tarr
Chair
Ed Casagrande
Director, Product & Technology Solutions
John Sime
Editorial Assistant
Scott Edwards
Engineer
Vlad Nikolic
EVP, Head of Global Innovation
Kris Hoet
Group Account Director
Blake Connolly
Hair & Makeup
Neil Silverman
Interim Executive Director
Laura LaChance
Marketing & Communications Manager
Kristen Halpen
Music Producer
Mark Domitric
Project Manager
Cori Pettit
Public Relations
Shannon Stephaniuk
VFX Artist
Eric Perrella
VP of Operations
Shandi Horovitch
VP, Managing Director
Tim Welsh
Website Design
Dao Tran
Julie Post
Kris Van Wallendael
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