#saatchisaatchi

For those of you who doesn't know (including me), today, 21st of March is World Down Syndrome Day. There is a reason actually for the chosen date as it represent the trisomy of the 21st chromosome. In order to promote and celebrate that, CoorDown, Italy's national organization for people with Down syndrome, decided to launched this wonderful and touching campaign which actually is a response from them to one future mother who realized that her son actually will be born with Down syndrome. The poor mother was scared bout what kind of life will her unborn child will have. That's explain why CoorDown named the campaign, "Dear Future Mom" and brilliantly asked help of 15 people (kids, adults) with Down syndrome answering the future mom's question, giving her encouragement and quoting from Adweek, "a better idea of what to expect—the joys and the challenges—when her son arrives." Kudos to CoorDown with Saatchi & Saatchi Italy for this great work!

Saatchi & Saatchi Mix

I really loved being able to write to a brief with the resulting piece not sounding overly manufactured and rigid.