Canadian Down Syndrome Society - Down Syndrome Answers

When prospective parents learn their unborn child has Down syndrome, they often have only ten days to decide whether to proceed with the pregnancy. The Canadian Down Syndrome Society asked FCB for a campaign that would help prospective parents make an informed decision. We knew that parents invariably turned to Google with their many questions about Down syndrome. We created video answers to the most frequently asked questions — with the answers delivered by people who have Down syndrome themselves. Our search-based campaign reaches our audience with a factual yet human perspective when it’s needed most.

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