At the beginning of August, ABC TV ran a series in Australia called You Can’t Ask That. This is its synopsis:

“You Can’t Ask That is about breaking down stereotypes and offering genuine insight into the experiences of people who live with labels. The series asks groups of misunderstood, judged or marginalised Australians the awkward, inappropriate or uncomfortable questions you’ve always wanted to know the answers to, but always been too afraid to ask.”

The series was created by Kirk Docker and Aaron Smith and began with the pair inviting the public to submit questions to groups such as the terminally ill, aboriginal people, wheelchair users, transgender people, muslims, sex workers, ex-prisoners, fat people, those in polyamorous relationships and people with dwarfism. The questions were then edited according to frequency, no matter how offensive they were, and people from each group were filmed answering them. It was confronting viewing that got everyday Australians talking.

Series 2 is planned to kick off with questions to people with Down Syndrome.

FCB Canada has had a similar idea to fight ignorance – and therefore discrimination – for the Canadian Down Syndrome Society, during Canadian Down Syndrome Week.

In its series of videos, Down Syndrome Answers, people living with Down syndrome answer the questions most asked by parents with unborn children diagnosed with Down syndrome.

“After all,” FCB noted, “there’s no one better suited to answer those questions than people living with Down syndrome.”

Beginning at the start of Canadian Down Syndrome Week, November 1-7, whenever someone in Canada Googles a question about Down syndrome, the answer video will appear as a search result, providing honest and powerful answers to tough questions. The idea was triggered by an FCB program through which every FCB employee became fully certified in Google Adword fundamentals. FCB Canada was the first creative agency in the country to make this qualification a mandate, so that each understands the power of using search in creative ways to change behaviour.

“The majority of prospective parents know very little about Down syndrome,” stated Kirk Crowther, national executive director, Canadian Down Syndrome Society. “Doctors do their best and there are lots of websites offering the medical perspective but they typically use very clinical terms that don’t capture the emotional and human side of the Down syndrome story. We wanted to change that with Down Syndrome Answers.”

The campaign gives people both sides of the Down syndrome story, so they can make a fully informed decision about their pregnancy. The project aims to educate the public, increase understanding, and present a fair and balanced story.

“When parents get a diagnosis, they always have questions even after speaking with their doctor. At that point, they inevitably turn to Google looking for answers,” explained Nancy Crimi-Lamanna, chief creative officer, FCB Canada. “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.”

“Just by casting real people with Down syndrome we start to dispel some misconceptions about the developmental disability,” added Jeff Hilts, chief creative officer, FCB Canada. “But what will really make this campaign effective is ensuring people find the videos first when they turn to Google looking for answers.”

FCB created the campaign pro bono for the Canadian Down Syndrome Society. The videos are hosted on YouTube and on the Canadian Down Syndrome Society website.

Credits

Agency: FCB Canada 

Chief executive officer: Tyler Turnbull

Chief creative officers: Jon Flannery, Jeff Hilts & Nancy Crimi-Lamanna

Associate creative director-art director: Simon Tuplin

Associate creative director-copywriter: Pete Gardiner

Producer: Judy Hamilton

Editor: David Rodriguez

Group account director: Anabella Mandel

Account manager: Joline Christiani

Senior strategist: Eryn LeMesurier

Digital strategist: Shelagh Hartford

Production:

Director: Elias Campbell

DOP: Stephen McLouglin

Casting: Shasta Lutz, Jigsaw Casting

Client: Canadian Down Syndrome Society

National executive director: Kirk Crowther

Treasurer: Ed Casagrande

Board member: Ben Tarr

Communications manager: Kaitlyn Pecson