Assumptions are being challenged across social media thanks to a provocative viral ad focusing on the misconceptions around the way society treats people with Down’s syndrome.
The ‘Assume that I can’ campaign is being run by action group CoorDown, ahead of World Down Syndrome Day, held on 21 March 2024.
Created by New York-based agency Small, the 90-second hero film features a young woman asking society to ‘assume that [she] can’ live her life to the full – instead of imposing prejudicial assumptions that restrict her independence.
The film looks to highlights the genuine, everyday experiences of people who have Down’s syndrome – such as being denied alcohol at a bar, not being allowed to move out by overbearing parents, not being taken seriously when participating in sport and even being forced to learn a ‘dumbed-down’ restrictive curriculum at school.
Halfway through the film, our star flips the narrative and points out how people with Down’s syndrome can live full, independent lives and shatter all expectations – if they are given the trust and freedom to grow into the best versions of themselves.
“We decided to launch a call to action, which aims to engage the whole society, not just our community, because disability really affects everyone, and everyone must be able to act to change the culture that produces discrimination,” CoorDown president, Antonella Falugiani said.
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“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.”
Developed by Italian non-profit CoorDown, the campaign is also running in the UK by the Down’s Syndrome Association and will call for an end to stereotypes, biases and low expectations that impede the ability for people with Down syndrome to live fulfilled lives.
Small ECDs, Luca Lorenzini and Luca Pannese added: “This year, we wanted to make a very different film than in previous years. Taking inspiration from a speech Marta Sodano gave to the United Nations a few years ago, we set out to give a strong message against prejudice.
“Thanks to Madison’s great acting skills and versatility and the talent of director Rich Lee, we made a film full of energy that we hope will help break down the stereotypes that still restrict the dreams and plans of people with Down syndrome.”
Featuring Canadian actress Madison Devlin, the creative is the result of an international collaboration between CoorDown, Down’s SyndromeAssociation UK and the Canadian Down Syndrome Society, National Down Syndrome Society, Global Down Syndrome Foundation, Down Syndrome Australia and New Zealand Down Syndrome Association with the participation of members of the Fundació Catalana Síndrome de Down.
