When new parents find out that their unborn baby has Down syndrome, they have ten days to decide whether they’ll proceed with the pregnancy. This inevitably leads them to Google, where they ask questions such as, “Can a person with Down syndrome live on their own?” To alleviate parents’ fears that their baby may not live a full life, the Canadian Down Syndrome Society and FCB Toronto answered some of the most common questions that parents might have. Using search-based marketing, 40 videos were created for YouTube, with each appearing near the top of popular Google searches. In each video, questions were answered by someone living with Down. In the end, the campaign received 455 million media impressions, with the videos being viewed 120,000 times. There was also a 101% increase in organic traffic to the organization’s site, with 50% of the traffic coming from Google Search.