On March 21st 2012, World Downs Syndrome Day, alternative versions of the ads of some of the most well-known national and international brands were broadcast on TV. During filming, alternative scenes were shot in which the original actor was substituted by an actor with Downs. The same was done with print campaigns. People with Downs also appeared in some of the most famous Italian television programmes, replacing the usual stars. Nearly €5.5m worth of coverage was generated. After the event, enquiries to CoorDown from companies interested in integrating people with Downs into their organisations went up 600%.