2019 Winner
Canadian Down Syndrome Society
Anything But Sorry
FCB Canada
SilverAToMiC Engagement
SilverAToMiC Shift
BronzeAToMiC Social
BronzeBest Digital Engagement
Mobilizing people online to bring awareness (and change) to erroneous public opinion was the M.O. behind the “Anything But Sorry” campaign, created by FCB for the Canadian Down Syndrome Society.
Last year alone, 9,363 babies were born with Down syndrome, but many of those births were not celebrated. Because when a baby with Down syndrome is born, the first words parents often hear are “I’m sorry.”
Avoiding clichés about empowering people with disabilities, the organization used humour to trigger a shift in thinking. It first created “The S-Word” video, which debunked Down syndrome stereotypes. Then, docu-stories of Down syndrome families were produced, alongside “S-Warnings” that ran before the top 30 YouTube videos containing the word “Sorry.”
All of the content led to a digital hub (the crux of the campaign’s latest iteration), where people could become ambassadors to spread the word. Via the website, people were invited to share colourful welcome cards that were “Anything But Sorry.”
More than 64,000 e-cards, videos and news stories were shared, bringing in 330% more donations to the CDSS in the end.
Credits
Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts
Sr. Copywriter: Marty Hoefkes
Sr. Art Director: Michael Morelli
Art Director: Cody Sabatine, Gira Moin, Elma Karabegovic
Copywriter: Joseph Vernuccio
Illustrators: Sasha Ortega, Sarah Cleaver, Amanda Disanto, Sally Fung, Logan Franklin
VP, Managing Director: Tracy Little, Ricky Jacobs
Group Account Director: Ravi Singh
Account Executive: Olivia Selbie
Director of Integrated Production: Stef Fabich
Broadcast Producer: Christine Michalejko
Chief Strategy Officer: Shelley Brown
Sr Strategic Planner: Eryn LeMesurier
Strategist: Shelagh Hartford
UX Lead: Kristy Pleckaitis
Media Planner: Zac Matheson
Project Manager: Ashley Whitaker
Director of Technology: Madara Ranawake
Front End Developer: Florian Adu-Gyamfi
QA Manager: Lina Vaisman
Jr. QA Analyst: Peter Panchine
Jr. QA Analyst: Labdhi Deliwala
Print Producer: Bruce Ellis
Studio Manager: Shairoz Manek
Senior Production Mac Artist: Billy Mavrakakis
Production Mac Artist: Rittie Prak
Proofreader: Albert Macchiusi
Director: Elias Campbell
Director & DOP: Scott Drucker
DOP: Stephen Mcloughlin
Casting: Jigsaw Casting
CDC: Shasta Lutz
Editing House: Fuel Content
Executive Producer: Melissa Kahn
Editor: Chris Parkins
Assistant Editor: Joey Whitelaw
Editing House: Radar
Editor: Scott Drucker
Editor: Joële Walinga
Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: Fort York
Flame Artist: Ernie Mordak
Producer: Armen Bunag
Music House: Grayson Matthews
PR: Shannon Stephaniuk, Glossy
Client: Canadian Down Syndrome Society
Chair, Board of Directors: Laura LaChance
Vice-Chair, Board of Directors: Ed Casagrande
Member, Board of Directors: Ben Tarr
Member, BOD: Stewart Moffatt
National Executive Director: Kirk Crowther