CoorDown gives us a lesson in history
For World Down Syndrome Day, the nonprofit looks at bizarre practices of the past to show why certain words and behaviours should be left behind.
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Credits
View on- Agency Small/New York
- Production Company Indiana Production
- Director Martin Holzman
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Credits
View on- Agency Small/New York
- Production Company Indiana Production
- Director Martin Holzman
- Audio Post Bravagente Audio
- Executive Creative Director/Founder Luca Lorenzini
- Executive Creative Director/Founder Luca Pannese
- Creative Director Paolo Montanari
- Executive Producer/Partner Karim Bartoletti
- Senior Producer Silvia Bergamaschi
- Production Designer Amos Caparrotta
- Assistant Producer Barbara Romanello
- DP Alvar Riu Dolz
- Senior Post Producer Alga Pastorelli
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Credits
powered by- Agency Small/New York
- Production Company Indiana Production
- Director Martin Holzman
- Audio Post Bravagente Audio
- Executive Creative Director/Founder Luca Lorenzini
- Executive Creative Director/Founder Luca Pannese
- Creative Director Paolo Montanari
- Executive Producer/Partner Karim Bartoletti
- Senior Producer Silvia Bergamaschi
- Production Designer Amos Caparrotta
- Assistant Producer Barbara Romanello
- DP Alvar Riu Dolz
- Senior Post Producer Alga Pastorelli
In collaboration with New York agency SMALL, non-profit organisation CoorDown unveils this important campaign for World Down Syndrome Day 2026, directed by Martin Holzman through Indiana Production, which educates audiences on ditching the ‘R-word’.
While many people still casually use derogatory and degrading terms that refer to people with disabilities, such as the 'R-word', these terms are never neutral or harmless, they are not “just jokes”. They produce real harm for people with Down syndrome, and for all people with disabilities.
Realised through thoughtful period production design and a sharply playful script, the candid campaign, titled JUST EVOLVE, recalls a plethora of ridiculous habits from the past – from washing our clothes with urine to giving children heroin - which society has now, thankfully, left behind.
The presenter draws a clear parallel: just as we have left those practices in the past, we can also leave behind the “R-word” and all the other words that harm and demean people with disability.
