2019 Winner
Canadian Down Syndrome Society
Endangered Syndrome
FCB Canada
SilverPublic Service - Best Use of Content - Best in Consumer Engagement
Endangered species like tigers, pandas and sea turtles receive awareness and fundraising support. The same can’t be said for those with Down syndrome. Yet with decreasing populations that meet the criteria of the International Union for Conservation of Nature, people with Down syndrome qualify to be on the endangered species list. Based on the idea that a group of people facing the same risks as endangered animals should receive the same attention and support, the Canadian Down Syndrome Society (CDSS) applied to have those with Down syndrome listed as endangered. Designed to provoke, “Endangered Syndrome” succeeded. The campaign’s petition, which was promoted on social and through PR, received 49,500 signatures and earned half a billion media impressions with only $2,000 spent on media. And as with animals, once the endangered status was announced, donations to CDSS increased by 77%.
Credits
The Creative
Client: CDSS
Client Supervision Name & Title: Laura LaChance – Chair Ed Casagrande – Vice Chair Kristen Halpern – Marketing & Communications Manager Stewart Moffatt – Governance Committee Ben Tarr – Board Member
Agency Credits
Creative Chief Creative Officer: Nancy Crimi-Lamanna & Jeff Hilts Group Creative Director: Andrew MacPhee Sr. Art Director: Michael Morelli Sr. Copywriter: Marty Hoefkes Art Director: Cody Sabatine Copywriter: Joseph Vernuccio
Account Management VP, Managing Director: Tracy Little VP, Managing Director: Tim Welsh Group Account Director: Ravi Singh Account Supervisor: Olivia Selbie Account Executive: Alex Kreinces Agency Producer: Katherine Forester
Project Management Director of Project Management: Shandi Horovitch Project Manager: Elizabeth Lane
Strategy Chief Strategy Officer: Shelley Brown Planning Director: Eryn LeMesurier Research: Paul Gareau, Kantar Millward Brown
PR: Shannon Stephaniuk, Glossy
Lawyer: Adam Chamberlain, Environmental Law Articling Student: Chris Hummel
Production Credits
Production Company: Radar
Director: Scott Drucker
Producer: Katherine Forester
Line Producer: Sarah Kravetz
DOP: Scott Drucker & Chet Tilokani
Camera Operator: Scott Drucker & Chet Tilokani
Editing House: Saints Editorial
Editor: Michael Ofori-Attah and Jason Grebski
Transfer Facility: The Vanity
Colourist: Andrew Exworth
Online Facility: The Vanity
Music House: Silent Joe
Music Track Director: Jody Colero
Engineer: John Hurlbut
Composer: Benjamin Pinkerton
Animation: Michael Medeiros
Costume Design: Lea Krpan & Nikola Milic
Website design: Happiness Saigon
Media Credits UM Canada
Client Supervision Name & Title: Laura LaChance – Chair Ed Casagrande – Vice Chair Kristen Halpern – Marketing & Communications Manager Stewart Moffatt – Governance Committee Ben Tarr – Board Member
Creative Chief Creative Officer: Nancy Crimi-Lamanna & Jeff Hilts Group Creative Director: Andrew MacPhee Sr. Art Director: Michael Morelli Sr. Copywriter: Marty Hoefkes Art Director: Cody Sabatine Copywriter: Joseph Vernuccio
Account Management VP, Managing Director: Tracy Little VP, Managing Director: Tim Welsh Group Account Director: Ravi Singh Account Supervisor: Olivia Selbie Account Executive: Alex Kreinces Agency Producer: Katherine Forester
Project Management Director of Project Management: Shandi Horovitch Project Manager: Elizabeth Lane
Strategy Chief Strategy Officer: Shelley Brown Planning Director: Eryn LeMesurier Research: Paul Gareau, Kantar Millward Brown
PR: Shannon Stephaniuk, Glossy Inc. Lawyer: Adam Chamberlain, Environmental Law Articling Student: Chris Hummel Production Credits Production Company: Radar Director: Scott Drucker
Producer: Katherine