Pedigree Tackles Down Syndrome Prejudice

The shameful statistic that only four people with Down Syndrome have official employment in Russia, a country with a population of 146million people, is at the centre of this campaign for Pedigree from BBDO Moscow.

Russian employers believe those with Down Syndrome are unable to work, denying them a chance to become a fully active part of society. BBDO Moscow was inspired by the Pedigree global creative campaign, ‘Feed the good’, which is based on a simple idea that dogs bring out the good in people.

Using this insight the agency created the pUp Syndrome Project which aims to help illustrate that dogs are not just animals, but man's best friend, and they take no notice of disability, accepting everyone the way they are. 

During the pUp Syndrome Project, created in association with the charitable fund, Downside Up, five participants with Down Syndrome were employed at a dog training centre and hotel for dogs and learned how to work, to be independent and be responsible for caring for the animals. Dogs helped them to become more self-reliant and the project has become the first professional Adaptation Programme for people with Down syndrome in Russia.