Who: Italy’s CoorDown and the Canadian Down Syndrome Society, with New York agency Small for creative.
What: “Assume That I Can,” an international campaign that is aligned with CDSS’s long-running mission to dispel misperceptions about Down syndrome.
When & Where: This is a global campaign that launched just ahead of World Down Syndrome Day (March 21), with video and social media assets being shared through owned channels of partnering organizations.
Why: People with Down syndrome often face the burden of low expectations—mistaken assumptions about their abilities that limit ambitions.
CDSS and CoorDown say that prejudice against people living with Down syndrome can lead to self-fulfilling prophecy: assumptions and expectations affect events and behaviours to the degree that the assumptions become true.
CDSS has backed a number of breakthrough, award-winning campaigns with FCB in recent years, which typically come out around Canadian Down Syndrome Week in the fall.
"Over the years, both CDSS and CoorDown have spearheaded numerous impactful awareness campaigns advocating for individuals with Down syndrome, but also to educate the public and shine a spotlight on the remarkable abilities of those living with Down syndrome," said Laura LaChance, executive director of CDSS. "This collaboration with CoorDown and other global partners broadens our reach, fostering a deeper appreciation for the capabilities of individuals with Down syndrome and challenging persistent stereotypes."
How: The campaign is anchored by a 90-second video featuring Toronto actor and broadcaster Madison Tevlin, who speaks directly to camera about how mistaken assumptions about her abilities—she can’t live on her own, can’t drink a margarita, and can’t learn Shakespeare—become reality, because people don’t expect she can and so don’t help or encourage her.
“We decided to launch a call to action, which aims to engage the whole society, not just our community,” said Antonella Falugiani, president, CoorDown. “Disability really affects everyone, and everyone must be able to act to change the culture that produces discrimination.”
About halfway through the spot, Tevlin’s resigned tone turns to defiance as she challenges the viewer to turn the self-fulfilling prophecies on their head.
“But hey if all your assumptions become reality, then assume that I can drink a margarita, so you serve me a margarita, so I drink a margarita,” she says. “Assume that I can live on my own, so I live on my own.”
Tevlin’s acting credits include Mr. D, Who Do You Think I Am, and the film Champions, starring Woody Harrelson and directed by Bobby Farrelly. She’s also hosted the red carpet at the Canadian Screen Awards.
And we quote: “With the story of ‘Assume That I Can,’ we show how each of us can contribute to inclusion by listening and looking at people with Down syndrome, their needs and desires without warped filters. Only in this way can we tear down the walls that still limit the lives of people with intellectual disabilities.”— Antonella Falugiani, president, CoorDown
