Saatchi & Saatchi Italy reinvents big brand campaigns for World Down Syndrome Day

CoorDown (The National Coordination of Associations of People with Down Syndrome) in Italy and Saatchi & Saatchi Italy have joined forces for a communication project to promote better integration into society of people with Down Syndrome.

On Thursday March 21 to mark UN World Down Syndrome Day (WDSD), alternative versions of well known national and international TV and print campaigns will run featuring actors with Down Syndrome in place of the original actors and models. People with Down Syndrome will also take part in well-known live Italian TV shows. The alternative campaigns are intended to promote the importance of integration. Participating brands include Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota.

Here’s the project.

And the full Illy ad.

The others are here. Saatchi & Saatchi has an enviable record in the business of good works, tackling issues with flair as well as heart. Another example was Saatchi Israel’s ‘Impossible Brief’ challenge issued at Cannes which brought bereaved Israelis and Palestinians together to give blood.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.