'Sorry' is a bad word to someone with a Down Syndrome baby
Canadiandigital campaign targets apology videos and songs like Justin Bieber's 'Sorry'
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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.
Credits
- Date
- Mar 21, 2018
- Agency :
- FCB
- Client :
- Canadian Down Syndrome Society
- Client :
- Canadian Down Syndrome Society
- Chair of Board of Directors :
- Laura LaChance
- Vice-Chair, Board of Directors :
- Ed Casagrande
- Member, Board of Directors :
- Ben Tarr
- National Executive Director :
- Kirk Crowther
- Communications Manager :
- Heather Turnbull
- Resource Coordinator :
- Carlee Reardon
- Chief Creative Officer :
- Nancy Crimi-Lamanna
- Chief Creative Officer :
- Jeff Hilts
- Group Creative Director :
- Andrew MacPhee
- Senior Copywriter :
- Marty Hoefkes
- Senior Art Director :
- Michael Morelli
- Art Director :
- Alisa Sera Garcia
- Copywriter :
- Jon Frier
- Copywriter :
- Morgan Wroot
- Chief Executive Officer :
- Tyler Turnbull
- Vice President, Managing Director :
- Tracy Little
- Vice President, Managing Director :
- Ricky Jacobs
- Group Account Director :
- Ravi Singh
- Account Supervisor :
- Olivia Selbie
- Director, Integrated Production :
- Stef Fabich
- Broadcast Producer :
- Lorrie Zwer
- Chief Strategy Officer :
- Shelley Brown
- Planning Director :
- Eryn LeMesurier
- Strategist :
- Shelagh Hartford
- Project Manager :
- Ashley Whitaker
- Project Manager :
- Elizabeth Lane
- Director, Technology :
- Madara Ranawake
- Front-End Developer :
- Florian Adu-Gyamfi
- Jr. QA Analyst :
- Peter Panchine
- Senior Manager of Analytics :
- Andrew Yang
- Director :
- Scott Drucker
- Director, Photography :
- Scott Drucker
- Assistant Camera :
- Chet Tilokani
- Line Producer :
- Bill Hussey
- Sound Director :
- Stewart McLean
- Hair and Make Up :
- Carla McKeever
- Editing House :
- Rooster Post Production
- Executive Producer :
- Yumi Suyama
- Editor :
- Chris Parkins
- Assistant Editor :
- Joey Whitelaw
- Transfer Facility :
- The Vanity
- Colorist :
- Andrew Exworth
- Online Facility :
- Fort York
- Flame Artist :
- Andrew Rolfe
- Flame Artist :
- Kevin Asis
- Producer :
- Armen Bunag
- Music House :
- Grayson Matthews
- Music House :
- Vapor RMW
- PR :
- Shannon Stephaniuk
- PR :
- Glossy
- Communications Design Manager, Initiative :
- Kaitlin Sylvester
- President, Initiative :
- Helen Galanis
- Vice President, Investment, IPG Mediabrands :
- Bailey Wilson
- Vice President, Client Business Partner, UM :
- Robert Perri
- Media Partners :
- Corus Entertainment
- Media Partners :
- Spotify Canada
- Media Partners :
- Bell Media
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