Canadian Down Syndrome Society conducts campaign
By Rob Bale
The Canadian Down Syndrome Society has begun a campaign called “Care Instructions.” Developed by FCB Canada, the campaign is intended to raise awareness of and funds for the support of siblings who are taking over the care of people with Down syndrome from aging parents. The campaign consists of a series of videos in which parents offer encouragement and advice to future sibling caregivers. The videos direct viewers to the organization’s website for additional information. The videos will run online and on social media, accompanied by digital display ads, out-of-home ads, email marketing and direct mail. Media work is being handled by Initiative and Kinesseo. Public relations are being conducted by Glossy.
“We wanted to capture the reality that families are now facing,” said Laura LaChance, executive director of the Canadian Down Syndrome Society. “The reality of a longer life means more siblings may need to fill the shoes of their parents as primary caregivers, and don’t feel properly equipped with the support and resources they need. Through this campaign we are showcasing the emotions that families are dealing with to compel people to donate, so that CDSS can help address the issue.”