What do you say to parents who just had a child with Down syndrome? You can say almost anything, but the only bad word you can say is the one that begins with the letter “S.”
Titled “The ‘S’ Word,” this video is at the center of the Canadian Down Syndrome Society’s “Anything But Sorry” campaign created and produced by FCB Canada. The video features people with Down syndrome sharing alternate things to say to these new parents–using every inappropriate phrase they know except “sorry.” The point is that the most inappropriate thing to say to parents of a child born with Down syndrome is “sorry” and that the birth of every child should be celebrated.
The current campaign is the follow-up to last year’s “Down Syndrome Answers” which was Canada’s most-awarded campaign in Cannes (2017) with 10 Lions and made FCB Canada the most-awarded Canadian agency in Cannes (2017).
