The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Storytelling
Annual ID
OS23_CU028M
About the Work
The current Down syndrome generation is going to be the first to outlive their parents. As recently as 1983, the average lifespan of a person with Down syndrome was 25 years, today the average is 60 years or longer. For most, this means outliving their primary support system.
However, they are on the cusp of living independently. If regular exercise leads to improved cognition, this would allow many members of the community to live on their own, with little to no supervision. Improved cognition would better equip them to develop the necessary routines and structures they need to live independently; routines and structures that we all take for granted.
The culture of fitness has taught us we can do anything, but people with Down syndrome are told the exact opposite. Fitness isn’t something we encourage or emphasize for the Down syndrome community, because we underestimate what they can accomplish.
Athletes with Down syndrome have shown that fitness has the power to not only strengthen the body, but also the mind. Down syndrome athletes, like Ironman Chris Nikic, have observed strengthened memory, enhanced learning, boosted social skills, and increased confidence – all of which allow for a more independent lifestyle. Even a slight increase in cognition can lead to an incredible shift in quality of life.
Fitness holds the power to improve cognition for people with Down syndrome, but it’s never been scientifically proven. Not only did the Canadian Down Syndrome Society (CDSS) and their agency partner co-ordinate the first global scientific research study—The Mindsets Paper— together we also recruited over 200 people with Down syndrome from around the world to help. CDSS’s objective was to prove the importance of fitness for people within the Down syndrome community, so it can become widely encouraged by doctors, parents, and society at large.
However, they are on the cusp of living independently. If regular exercise leads to improved cognition, this would allow many members of the community to live on their own, with little to no supervision. Improved cognition would better equip them to develop the necessary routines and structures they need to live independently; routines and structures that we all take for granted.
The culture of fitness has taught us we can do anything, but people with Down syndrome are told the exact opposite. Fitness isn’t something we encourage or emphasize for the Down syndrome community, because we underestimate what they can accomplish.
Athletes with Down syndrome have shown that fitness has the power to not only strengthen the body, but also the mind. Down syndrome athletes, like Ironman Chris Nikic, have observed strengthened memory, enhanced learning, boosted social skills, and increased confidence – all of which allow for a more independent lifestyle. Even a slight increase in cognition can lead to an incredible shift in quality of life.
Fitness holds the power to improve cognition for people with Down syndrome, but it’s never been scientifically proven. Not only did the Canadian Down Syndrome Society (CDSS) and their agency partner co-ordinate the first global scientific research study—The Mindsets Paper— together we also recruited over 200 people with Down syndrome from around the world to help. CDSS’s objective was to prove the importance of fitness for people within the Down syndrome community, so it can become widely encouraged by doctors, parents, and society at large.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / Toronto
Art Director
Jerry Yang
Copywriter
Jon Dawe
Chief Creative Officer
Jeff Hilts
Nancy Crimi-Lamanna
Danilo Boer
Director
Mark Domitric
Editor
Jon Garofalo
Executive Creative Director
Andrew MacPhee
Music Supervisor
Rich Hamilton
Account Supervisor
Ilaria Ragno
Associate Creative Director
Marty Hoefkes
Michael Morelli
Engineer
Brian Bernard
Project Manager
Cori Pettit
App Design
Joni Allert
Thomas Colliers
Audio Producer
Kelly McCluskey
Board Member
Ben Tarr
Camera Operator/Photographer
Chet Tilokani
CEO
Dr. Henry Mahncke
Chair
Ed Casagrande
Chief strategy Officer
Shelley Brown
Co-founder
Jeff Zimman
Director of Strategy
Eryn LeMesurier
Director/DOP/Camera Operator
Scott Drucker
Group Account Director
Blake Connolly
Interim Executive Director
Laura LaChance
Marketing & Communications Manager
Kristen Halpen
PR
Shannon Stephaniuk
Production Artist
Dominic Pimpare
Douglas Hayter
Proofreader
Jayne Heaton
Research Assistant
Vivan Merzbach
Research Chair, Associate Professor
Dan Gordan
Researcher
Mouna Attarha
SENIOR PRODUCER
Adriana Laborde
Related Awards
