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Canadian Down Syndrome Society begins online campaign

The Canadian Down Syndrome Society has begun an awareness campaign called "Down Syndrome Answers." Developed pro bono by FCB Canada, the initiative is timed to coincide with  Canadian Down Syndrome Week from Nov. 1 to 7. It consists of a series of online videos that will appear on the search engine Google when Canadians submit questions about Down syndrome. The videos, which appear as part of the search results, feature people who have Down syndrome answering the most commonly-asked questions about the disorder. The videos are also running on YouTube and on the society's website at <>.

"When parents get a diagnosis, they always have questions even after speaking with their doctor," said Nancy Crimi-Lamanna, chief creative officer at FCB Canada. "At that point, they inevitably turn to Google looking for answers. When we met with CDSS, we realized that people with Down syndrome are most qualified to provide those answers, but without a good search strategy, there's no guarantee people will find them."

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