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Canadian Down Syndrome Society conducts campaign

The Canadian Down Syndrome Society has begun a new campaign called "Endangered Syndrome." Developed pro bono by FCB Canada of Toronto, the campaign compares people with Down syndrome to an endangered species. As part of the campaign, the society has filed an application with the International Union for the Conservation of Nature to include these people on its Red List of Threatened Species. The effort also includes online videos and print ads. The creative depicts people with Down syndrome dresses as endangered animals. It also makes use of a website at <>, developed by Happiness Saigon. Public relations support is being provided by Glossy, while media work is being managed by UM Canada.

"You may not think about it, but the reality is that people with Down syndrome face far more challenges than most of us, and they need more support than they're getting," said Laura LaChance, board chair of the society. "Whether it's underfunded support programs for education, higher rates of unemployment, extended waitlists for appropriate housing, or even just negative public perception and stigma, the challenges faced by people with Down syndrome aren't decreasing, they're increasing."

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