A new spot from CoorDown, the Italian Down Syndrome organization, features the vocal talent of Sting, performing a lively, original jazz track about a virtuous circle of hiring.
The campaign, created by New York creative agency Small for World Down Syndrome Day (Mar. 21) tells the story of a Simone, a young woman with Down Syndrome who works at a bakery. She impresses one of the customers, a lawyer, who in turn goes on to hire a young man with Down Syndrome. From there, an inspiring chain reaction of hiring ensues.
The video, directed by Rich Lee via Indiana, is a cheerful tale that along with Sting's lush vocals, traces and retraces the various steps of the chain, like a jazzy nursery rhyme. It directs viewers to the Hiring Chain website, where they can find the contact details for organizations around the world that can provide information, support and encouragement to get people with Down syndrome into their workplace. LinkedIn partnered with the organization in making the campaign possible.
“We want to invite everyone—companies, citizens, organizations—to give more job opportunities and to learn more about the benefits of inclusion,” said Antonella Falugiani, President of CoorDown Onlus, in a statement. “Work, for people with Down syndrome, is as important as it is for everyone. It is about ensuring a fundamental right that is also a human need, and is the same for every individual.”
The original song performed by Sting was composed via Stabbiolo Music.
“We grew up listening to Sting and The Police, and we'll just let you imagine the excitement we felt when we heard his voice performing the song we wrote for CoorDown for the first time,” added Luca Lorenzini and Luca Pannese, executive creative directors at Small. “We really hope that his contribution can make the campaign more visible and can help give more and more job opportunities to people with Down syndrome.”