CoorDown: How Do You See Me?

For the past four years Italian charity organisation, CoorDown, has immersed us with a string of touching campaigns for World Down Syndrome Day, taking place on Monday 21 March this year.

Continuing its partnership with the Saatchi & Saatchi network for the fifth consecutive year - this time with Saatchi New York - in 2016 the work is led by a spot featuring Hollywood actress Olivia Wilde playing the part of a life-loving woman whose experiences are the dreams of a girl with Down Syndrome.

How Do You See Me? introduces Anna Rose Rubright as she narrates the life she wants to have. The metaphor is aimed to ignite a conversation around how those living with Down syndrome see themselves and how they are often at a disadvantage when people pre-judge them based on their condition.

“Working with CoorDown is always exciting for us," says Luca Lorenzini, global creative director, Saatchi & Saatchi New York. "This year we’re thrilled to work with world-class artists including director Reed Morano and actress Olivia Wilde, as their magic touch will help make this message even stronger and louder than ever before.”

The campaign also includes the hashtag, #HowDoYouSeeMe, to help amplify a call to action and start a conversation. The previous efforts have amassed 18 Lions at the last four Cannes Lions International Festival of Creativity awards and a Grand Prix at ADCE. Watch the work below:

2012

2013

2014

2015