Home NEWSBusiness Viral ad campaign challenges perceptions for World Down Syndrome Day 2024

Viral ad campaign challenges perceptions for World Down Syndrome Day 2024

by Nagoor Vali

Folks with Down syndrome have a message for the world: “Assume that I can.” A global consciousness marketing campaign, launched forward of World Down Syndrome Day on Thursday, challenges unfavorable biases that individuals with Down syndrome can face. 

A younger girl, performed by Canadian actress Madison Tevlin, discusses the low expectations others have for individuals like her — whether or not or not it’s going out to bars, schooling and even relationship with a incapacity.


ASSUME THAT I CAN | World Down Syndrome Day 2024 (Official Clear Model) by
CoorDown on
YouTube

“Your assumption turns into actuality,” she says within the video. “However hey, in case your assumptions turn into actuality, then assume that I can.”

The video then exhibits Tevlin’s character ingesting at a bar, studying Shakespeare and residing on her personal. 

“The message actually says lots,” Tevlin instructed CBS Information. “It is impactful and highly effective to so many individuals on the market on this planet.”

Italy’s CoorDown partnered with the Nationwide Down Syndrome Society within the U.S., the Canadian Down Syndrome Society and different organizations around the globe. Since its launch on March 14, the marketing campaign has lots of people speaking. 

“This video is driving the dialog,” Kandi Pickard, president and CEO of NDSS, instructed CBS Information. “Bringing extra consciousness to Down syndrome, bringing extra consciousness of nonetheless these preconceived notions and stereotypes.”

She says the NDSS has seen a rise in outreach from people that wish to do extra on account of this marketing campaign. The continuing dialogue will hopefully result in a broader dialogue about how these preconceived notions maintain the incapacity neighborhood again.

“We’d like to ensure as a society that we’re respecting that individuals with disabilities have a voice and that individuals with disabilities should be heard and revered,” Pickard mentioned. 

What’s World Down Syndrome Day?

World Down Syndrome Day has been noticed yearly by the United Nations since 2012. The importance behind the date March twenty first, or 3-21, is the truth that these with Down syndrome are born with three copies of Chromosome 21 as a substitute of two. It’s celebrated in 190 nations. 

CoorDown’s social media accounts present individuals with Down syndrome who aren’t letting society outline what it means to be residing with an mental incapacity: They’re CEOs, cooks, Emmy-award actors, and extra. 

Mia Armstrong, a 13-year-old who’s already a extremely completed actor, mannequin and advocate, has added writer to her credentials together with her new kids’s e book, “I Am a Masterpiece!” In it, she shares her experiences residing with Down syndrome and it’s her superpower.

In 2022, Sofía Jirau turned the primary girl with Down syndrome to mannequin for Victoria’s Secret. 

“I like the digicam,” Jirau instructed CBS Mornings lead nationwide correspondent David Begnaud. 

Charlotte Woodward, is a graduate of George Mason College and an schooling program affiliate for the NDSS — and is advocating for a brand new legislation that stops discrimination primarily based on incapacity within the organ transplant course of. 

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Charlotte Woodward

NDSS


Finish the stereotypes

The message behind the now-viral marketing campaign was impressed by the 2019 speech given by Italian Down syndrome advocate Marta Sodano on the United Nations. She famous that when academics assume a scholar can’t perceive, they won’t educate, and the coed would not study. 

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Marta Sodano, self-advocate for CoorDown Onlus Italy, makes remarks in the course of the annual observance of World Down Syndrome Day in 2019.

UN Picture/Eskinder Debebe


“If I consider all of the issues that weren’t defined and taught to me, properly, I actually get offended,” she mentioned, based on a NDSS information launch. 

That is what’s described as a “self-fulfilling prophecy,” a phrase coined by U.S. sociologist Robert Ok. Merton within the Forties. These stereotypes, biases, and low expectations can have an effect on each side of individuals residing with mental disabilities. 

“These preconceived notions simply do not at all times presume competence throughout the incapacity neighborhood,” Pickard mentioned. “Everyone’s journey is completely different, however now we have to imagine that individuals with disabilities could make choices about what decisions they’ve of their life.”

Tevlin, who appeared alongside Woody Harrelson within the 2023 movie “Champions,” is properly conscious of the so-called “notions” society positioned on her. 

“I’ve Down syndrome and it is the least attention-grabbing factor about me,” she mentioned. “It is part of who I’m, nevertheless it’s not all of me.”

In a 2023 op-ed for PORTER journal, Tevlin mentioned that a health care provider instructed her dad and mom that life could be exhausting for her.  

“They had been instructed that I’ll by no means discuss or stroll, and I’ll by no means be capable of maintain a job,” she wrote. “If solely that physician may see me now. I definitely discuss and I undoubtedly stroll. Actually, I simply walked a crimson carpet.”

Tevlin additionally challenges society’s stereotypes by presenting her personal story as an individual who has passions and targets. She would not need individuals to be judging these with Down syndrome and different disabilities. 

“Take the time to hearken to our tales and what now we have to share with the world,” she mentioned. “Simply because now we have Down syndrome, it would not cease us or restrict us.”

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