Canadian Down Syndrome Society conducts campaign
By Rob Bale
The Canadian Down Syndrome Society has begun a new campaign called “The Friendship,” intended to raise awareness of loneliness and social isolation among adults with Down syndrome. The campaign, developed by Daughter Creative of Calgary, features video taken during a sailing trip on a tall ship attended by 13 adults with Down syndrome and 20 people without. It also includes a website at <http://www.thefriendship.ca>.
“When we started working with the team at CDSS, we knew that the last thing we wanted to do was just make an ad,” said Paul Little, executive creative director at Daughter Creative. “We wanted an idea that would make a difference, that would show moments of real connection, and we're passionate about making this campaign a lasting movement so Down syndrome associations worldwide can join us in spreading this message.”