Celebrating the Value of Integration

Milan - CoorDown and Saatchi & Saatchi Italy have joined forces for a communication project to promote better integration of people with Down Syndrome into society.

On March 21st, 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 in a unique way: by realizing it. Participating brands include: Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota.

"We are proud of taking part in such an innovative communication event, because we firmly believe in it," declared Sergio Silvestre, CoorDown National Coordinator. "We are thankful to Saatchi & Saatchi and to all the other partners for the precious help and the sensitiveness they showed. Regarding the theme of inclusion, unfortunately there is still a lot to do, especially in workplaces and schools, starting from people's prejudices. The winning idea is sending normality as a message. People with Down syndrome have the right to express their capability and to have the same opportunity as anybody else. But too often they are considered different and incapable of having an independent lifestyle. This campaign is an exceptional example, and we hope it will be the example to follow, every day."

"We are very proud of this initiative because it's going very much beyond what regular non-profit campaigns do. It involved a great number of people, Companies, associations and that gave power and deepened its meaning," affirmed Giuseppe Caiazza, Chief Executive Officer, Saatchi & Saatchi Italy and Head of Automotive Business, Saatchi & Saatchi EMEA. "It has to be stressed that CoorDown immediately understood the innovativeness and uniqueness of this approach, and recognized its power to catch the public opinion in favour of this cause. Finally, I would like to thank all our colleagues that passionately worked on this idea. They managed to involve our Clients, that all replied enthusiastically. It's because of them that this idea became true."

"We are very proud to participate in this project. We were struck by the innovative style of this project, communicating the importance and the normality of diversity through the tool that permeates our daily lives and that captures our attention in every moment of the day: advertising. We are proud to contribute to the dissemination of this message, which contains the values central to the Toyota philosophy which always put the person first, clients on one side and the employees on the other side, as a vital resource. People with their talent and passion, variety and diversity that make our company a great company," said Lorenzo Matthias - Public Relations General Manager at Toyota Motor Italy.

WDSD was created to raise awareness about Down Syndrome, to overcome prejudice and to promote the respect and integration into society of all people with Down Syndrome. The date 21 March was specially chosen to connect with Down Syndrome, known also as Trisomy 21, because it is characterized by the presence of a third chromosome (three instead of two) in the chromosomal couple no. 21 of the human cells. Hence the choice of the 21st day of the 3rd month.

The project was led by creative directors Agostino Toscana, Alessandro Orlandi along with Luca Lorenzini and Luca Pannese, copywriter and art director respectively.

The alternative campaigns can all be viewed on the CoorDown web page: www.coordown.it


MercerBell launches in Melbourne

News

Triggered partly by its long-standing relationship with Toyota, customer experience agency MercerBell is set to add more robust CX skills to the Melbourne market, as the Publicis Communications owned agency announces the opening of its new Melbourne office. MercerBell founding partner and CEO, Nick Mercer, explains, “We look forward to continuing our long standing relationship with Toyota as they move…

‘Open your Eyes’ launches globally – highlighting gender

News

Following the launch at the Grand Théâtre Lumière in Cannes to kick off the 2017 New Director’s Showcase, ‘Open your eyes’ the three-minute film created by 2016 NDS-featured Director, Jake Dypka has now been released publicly. Dypka was invited back with spoken word artist, Hollie McNish to direct a film which celebrates gender and presents how women and men perceive…

Publicis Communications Promotes Rebecca Liu Director of Communications for Greater China

News

Publicis Communications has announced the promotion of Rebecca Liu to Director of Communications for Greater China. In her new position, Rebecca will lead the PR, marketing and corporate communications of all communications agencies, including Saatchi & Saatchi, Leo Burnett, Publicis Worldwide, MSLGROUP, Arcade, Publicis Commerce, Publicis Vivid, Publicis Wangfan, Nurun, Team One, 133SH, MetaDesign, Luminous Experiential MSLGROUP and Prodigious. Rebecca…

27th Saatchi & Saatchi New Directors’ Showcase presents the best new talent in filmmaking

News

This morning, the legendary Saatchi & Saatchi New Directors’ Showcase enticed over 2,000 Cannes delegates to get out of bed and invited them to be inspired, educated and entertained.   Taking place at the Grand Théâtre Lumière at the 2017 Cannes Lions International Festival of Creativity, the show lasted 70 minutes and presented the very best, groundbreaking directorial talent from…

Saatchi & Saatchi celebrate winning 22 Pencils at 2017 D&AD Awards

News

The Saatchi & Saatchi Worldwide network has had its most successful year to-date at the prestigious 2017 D&AD Awards with a total of 22 Pencils awarded. Saatchi & Saatchi Australia won eight Pencils on the night for their ground-breaking campaign for Toyota LandCruiser, ‘Emergency Network, which developed a way to deliver emergency communications to outback Australia via Toyota LandCruisers. The…

Magnus Djaba appointed as Global President Saatchi & Saatchi

News

Magnus Djaba, UK CEO of Saatchi & Saatchi Fallon, will take on the newly created global president role and will lead the network, alongside Kate Stanners, worldwide chief creative officer and chairwoman, and David Hackworthy, worldwide chief strategy officer. Robert Senior, global CEO Saatchi & Saatchi, will ensure a smooth transition over the next three months, and will continue to…