Last year’s “Down Syndrome Answers” focused on what happens when parents find out that their unborn child has Down syndrome. This year’s campaign, “Anything But Sorry,” builds upon that to what happens when a child with Down syndrome is born.
When a baby is born parents are usually showered with oohs, aahs and congratulations. The last thing most people would say to a new parent is “sorry.” Yet this is exactly what many parents with a newborn with Down syndrome hear from friends, family and even their doctors. Already heartbroken, ‘sorry’ offers more heartbreak. So what should well-wishers say? The only inappropriate thing to say is “sorry” and that is the insight behind the campaign. Read the press release.
The campaign received over 1 billion media impressions and was honoured with a Gold Pencil in Public Relations at the One Show (2018).
Here’s some of the coverage: Global News, CBC, CBC Radio 1 Here and Now, CBC Ontario Morning, National Post, Huffington Post, Today’s Parent, AM 640 The Stafford Show, PopSugar, NewsTalk 1010, Romper, Metro, CTV News, Adweek, Strategy, MSN News, CityNews, The Drum, Yahoo News, Shoot Magazine, All the Moms, Country104.