CoorDown, the national association for people with Down Syndrome in Italy and Saatchi & Saatchi are marking the UN World Down Syndrome Day in an exceptionally creative way.
Themed "integration," the campaign, which runs today, will program alternative versions of well-known commercials and television shows.
The project, which runs in collaboration with brands like Carrefour, Toyota and illy coffee, takes inclusion to a new level. For example, a regularly scheduled ad for illy coffee, which sees a man strolling across a street and doing a little dance, will run exactly the same way -- except the main character will be replaced by someone with Down Syndrome.
The focus, which is on treating those with the condition exactly the same way as those without, was previously reflected in a lauded effort by retailer Target, which quietly included a 6 year-old boy with Down Syndrome in one of its ads.