Canadian Down Syndrome Society: Endangered Syndrome

The Canadian Down Syndrome Society (CDSS), a non-profit organization, created the Endangered Syndrome video campaign in North America to get people with Down syndrome put on the endangered species list.
  • The challenge for CDSS was to reach expectant parents and give them the human side of Down syndrome so they could make a more informed decision.
  • The CDSS found that announcing the birth of a baby with Down syndrome was one of the most difficult moments for parents, and they struggle to get proper education, supportive housing and employment for their children.
  • The CDSS created 'Endangered Syndrome', a video campaign which saw a group of people apply to be on the endangered species list.
  • The campaign has achieved earned impressions of 2.3 billion and increased donations by...

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