It was difficult to find uplifting news in 2020. Bad news sells and 2020 was delivering plenty of it. Sajo//McCann Puerto Rico wanted to give another point of view at the end of 2020 and the beginning of 2021.
So, in alliance with the Puerto Rican Down Syndrome Foundation, the agency developed the The happiest news report campaign, recruiting those who, in the opinion of the agency, are the most optimistic people in the world: the young people supported by this institution.
This group created and starred in a news program that addressed news about education, pets, marriages and births in different formats and has been presented in the country through non-traditional actions, social networks, magazines, billboards and television since December 31.
The initiative not only stood out against a background of negativity, it also altered how many people expect to see those with Down Syndrome.
Víctor Cabezas, senior vice president of Sajo//McCann, noted, “We rescued meaningful and positive daily moments of the last months, which are appreciated even more joyfully by showing the world the skills of the girls and boys of this entity, who can read and act without problems, thus changing the perception that many people have of people with Down Syndrome.”
Carlos Vélez, president of the Sajo, added that the initiative, “is a sample of all the potential and commitment of our boys and girls of the institution, who prepared with great dedication for this challenge. With this initiative they show that if they could make a newscast, they can carry out any other work activity.”
Agency: Sajo//McCann Puerto Rico
SVP Creative Director: Víctor Cabezas
Creative Director: Giorgio Montilla
Creative team: People from the Puerto Rican Down Syndrome Foundation
Producer: María Estades
Directors: Bebi Iglesias, Giovan Cordero & Rolando Pérez