There are many things you can apologize for--but saying sorry to someone with a Down Syndrome baby is inappropriate, says a new campaign from the Canadian Down Syndrome Society that's all based around the "S-word."
Created to mark World Down Syndrome Day (today, March 21), the campaign centers around an uplifting video starring adults with Down Syndrome, who explain that are many things you can say sorry for--like farting or taking the last slice of pizza--but apologizing because someone has a Down baby isn't one of them.
The digital strategy behind the campaign, by FCB Canada, is highly targeted, finding digital content containing the word "sorry" and intercepting people in those environments to reinforce the same message. Using YouTube's data-targeting capabilities, FCB Canada identified some of the top most-viewed videos on YouTube containing the word "sorry," and inserted pre-roll ads warning viewers that the video they are about to see contains "inappropriate" language.
The pre-roll looks and sounds like a typical language warning message, except it isn't about the language viewers might assume, but rather the "S-Word." These "explicit content advisories" will play before videos such as Justin Bieber's "Sorry" as well as movie trailers, vlogger apologies, and even classic viral videos like Denver the Guilty Dog.
The campaign also targets common sites where the word "sorry" appears--such as Dictionary.com, music lyrics websites and e-card sites--with customized display banners that warn readers that the content they are viewing contains the "S-word." CDSS also partnered with Spotify to create a branded playlist of "inappropriate" songs, all of which contain the word sorry.
All of the campaign elements direct people to AnythingButSorry.com, where they can view the "S-Warnings" video, learn more about Down syndrome, and learn more about how to properly speak to parents of children diagnosed.
The work follows CDSS's Down Syndrome Answers campaign, which aimed to answer the internet queries of worried parents, and an earlier phase of the Anything but Sorry campaign.