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Top 6: October 30th 2024
Ambient

Canadian Down Syndrome Society: The Friendship

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Top 6: October 30th 2024
The Canadian Down Syndrome Society (CDSS), in collaboration with Daughter Creative and Down syndrome organizations across Canada, is launching a new awareness initiative for Canadian Down Syndrome Week (October 20-26, 2024). Titled "The Friendship," the campaign sheds light on the often-overlooked issue of loneliness and social isolation faced by many adults with Down syndrome and aims to foster greater understanding and connection. Social support plays a crucial role in the quality of life for individuals with intellectual disabilities, yet many adults with Down syndrome struggle to build social connections outside of their families. Misconceptions about the abilities and maturity of people with Down syndrome often lead to social barriers, which can foster awkwardness and avoidance and often end in exclusion. "The Friendship" campaign aims to disrupt these misconceptions by highlighting how easily relationships can form when people are simply given the opportunity to connect. On September 26th, 2024, 13 adults with Down syndrome embarked on a three-hour sailing trip aboard the tall ship Kajama in Toronto Harbour. They were joined by 20 individuals without Down syndrome for a unique social experience designed to foster connections and break down the stigma surrounding friendships between people with Down syndrome and their peers without Down syndrome.
Credits Other credits

Client

Executive Director: Laura LaChance

Marketing and Communications Manager: Courtney Cassel

Agency

Partner & Chief Creative Officer: Keli Pollock

Senior Designer: Ben Coles

Partner & Chief Growth Officer: Jill Dewes

Production

Editorial: Daydream

Editor: Kyle Sanderson,

Post Production: Artjail

Colorist: Clinton Homuth

Sound Design: Six Degrees

Music and Audio Post: 6 Music + Sound

Original Score: Alec Harrison

Sound Design and Mix: James Allinson

Music Supervisor: Dan McManus

PR: Shannon Stephaniuk, Glossy

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