Drugi jezik na kojem je dostupan ovaj članak: Bosnian
FCB Canada has launched a follow-up to their award-winning “Down Syndrome Answers” campaign for the Canadian Down Syndrome Society to coincide with Canadian Down Syndrome Week. The new work, called “Anything But Sorry,” explains how you can say almost anything to parents who just had a child with Down Syndrome, except for the one truly bad word that you should never say, which is “Sorry.”
When a baby is born, parents are typically showered with congratulations. The last thing you’d say to a new parent is “Sorry.” Yet this is exactly what parents who have a newborn baby with Down Syndrome hear from friends, family and even their doctors. While they may think being sympathetic is helpful, “Sorry” is the last thing these new parents want to hear.
At the center of the awareness campaign is a video called “The ‘S’ Word.” The video features people with Down syndrome sharing alternate things to say to these new parents – using every inappropriate phrase they know except “Sorry.” The point is, the most inappropriate thing to say to parents of a child born with Down syndrome is “Sorry,” and the birth of every child should be celebrated. There’s also a very touching behind-the-scenes video called “Why Sorry Is a Bad Word.”
The campaign will continue to live online as a resource for parents, family, friends and healthcare providers. You can visit the campaign website at: https://anythingbutsorry.com/
Check out the ads in censored and regular version below, as well as the behind the scenes video: