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Canadian Down Syndrome Society begins campaign

The Canadian Down Syndrome Society has begun a new awareness campaign timed to coincide with World Down Syndrome Awareness Day on March 21. The campaign, called "Anything But Sorry," was developed by FCB Canada. It includes an online video called "S-Warnings," as well as pre-roll video ads and a website at <>. The creative seeks to educate viewers that it is inappropriate to say "sorry" when an infant is born with Down syndrome. The pre-roll ads will appear before YouTube videos which contain the word "sorry." The creative takes the form of a warning about potentially inappropriate language. Banner ads using a similar theme will run on text-based properties such as online dictionaries, music lyric archives and electronic greeting card websites. The campaign also includes a playlist on music streaming service Spotify consisting of songs that feature the word "sorry."

"No baby should ever be welcomed with the word 'sorry,'" said Kirk Crowther, national executive director of the society. "We want to continue to change the dialog around what it means to have Down syndrome and encourage people to welcome a baby born with Down syndrome as they would any other baby."

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