New Campaign Supports Parents From the Moment of a Down Syndrome Diagnosis
A new awareness initiative from the Canadian Down Syndrome Society shares real stories from the Down syndrome community to reassure parents: you are not alone
For many families, the moment they receive a Down syndrome diagnosis can bring a mix of joy, uncertainty and isolation. The Canadian Down Syndrome Society (CDSS) is introducing Love From The Start, a national awareness initiative designed to support parents during the earliest days of parenthood and advocacy.
While all parents experience a range of emotions after welcoming a child, families of children with Down syndrome often encounter misconceptions about what their child’s future will look like. Too often, the first messages they hear focus on limitations rather than possibilities.
There are approximately 430 live births of babies with Down syndrome in Canada each year, and many parents spend the early days after diagnosis navigating unanswered questions and misinformation. Love From The Start responds by sharing authentic stories that offer a more honest picture of life with Down syndrome, reassuring parents that they are not alone.
The initiative launches alongside World Down Syndrome Day, aligning with the 2026 global theme “Together Against Loneliness,” which highlights the importance of community, connection and inclusion.
From the moment of diagnosis, parents become advocates for their child, helping them access the same opportunities and experiences as anyone else — a role that can be isolating in the early days. To support families during this time, CDSS has introduced a dedicated online experience for expecting and new parents at LoveFromTheStart.ca, offering stories, images and videos to provide reassurance and connection.
“One of the most important things any parent can hear after a diagnosis is that they’re not alone and that there is a community ready to support them,” said Laura LaChance, Executive Director, CDSS. “With ‘Love from the Start’ we want families to hear from the community first — countering misinformation with authentic voices and sharing the real experiences that define life with Down syndrome. Supporting caregivers from the very beginning is essential to addressing loneliness and building more inclusive communities.”
The campaign video, created by Hytt Films, features home videos from more than 50 families across Canada, capturing everyday moments of life with Down syndrome and reinforcing a simple message: you are not alone. The campaign also includes photography by Hilary Gauld, an award-winning Canadian photographer who has documented the Down syndrome community for more than a decade.
“After more than a decade photographing people with Down syndrome and their families, what continues to inspire me is the strength of this community and the way families support one another from the very beginning,” said Gauld. “My hope is that a parent who may be scared or uncertain sees this campaign and feels less alone.”
“At its core, this campaign is about welcoming families,” adds LaChance. “Inclusion starts from day one.”
To watch the campaign film or learn more, visit LoveFromTheStart.ca.
Love from the Start will run nationally across digital platforms, social media, and community channels as an ongoing initiative.
About the Canadian Down Syndrome Society
The Canadian Down Syndrome Society (CDSS) is a national non-profit organization that supports Canadians with Down syndrome and their caregivers at every stage of life. CDSS promotes inclusion and fosters societal change through advocacy, education, and awareness initiatives, working with individuals with Down syndrome to ensure they have the same rights and access to opportunities as everyone else. Learn more at CDSS.ca.
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