Publicis New York and CoorDown, Italy’s national organization for people with Down syndrome, are attempting to dive a cultural shift in the approach to Down Syndrome. On World Down Syndrome Day, they launched their initiative, #NotSpecialNeeds.
The collaboration is the first time CoorDown has partnered with Publicis New York, and the campaigns were created under the leadership of Luca Pannese and Luca Lorenzini, who bring their passion for supporting CoorDown to their new roles as Executive Creative Directors at Publicis New York.
The campaign features a digital film entitled, Not Special Needs, spotlighting the paradox in the term, ‘special needs.’ The film stars Lauren Potter, the popular actress with Down syndrome who played the role of Becky Jackson in Glee, and John McGinley, best known for his role as Dr. Perry Cox on Scrubs, and whose 18-year old son Max has Down syndrome.
The supporting cast includes, among others: Sam Suchmann and Mattie Zufelt, two friends with Down syndrome who created the movie Spring Break Zombie Massacre, and Jared Kozak, the recognized actor with Down syndrome known for Orson’s Last Dance, Leader of the Pack and Teens Wanna Know.
The campaign also introduces the new website www.NotSpecialNeeds.com, and is supported with social amplification on Facebook, Twitter and Instagram as #NotSpecialNeeds.
“The term ‘special needs’ is a euphemistic way to speak about persons with disabilities and their needs,” said Andy Bird, Chief Creative Officer, Publicis New York, stated. “The reality is people with Down syndrome do not have different or special needs, although they may sometimes meet those needs in different ways, they have the same needs as all of us… jobs, friends, love and simply the need to be seen and treated equally.”
“We are so proud of this work for our incredible partner CoorDown who does so much great work courageously challenging preconceptions, and we hope our film maybe goes a little way to changing how people view those with Down syndrome,” Bird added.
DIVERGE talked to Publicis New York’s Executive Creative Directors, Luca Pannese and Luca Lorenzini, to find out more:
Who is the team behind this? Publicis New York created the #NotSpecialNeeds initiative in collaboration with CoorDown, Italy’s national organization for people with Down syndrome.
Where did the idea for this campaign come from? It was inspired by a lot of conversations with the client, and originated from topics actively debated within the Down syndrome community.
Why is it significant? The #NotSpecialNeeds initiative is important because it is driving a cultural shift in the approach to Down syndrome. The film at the centerpiece of the campaign blends humor and honesty to highlight the paradox in the common euphemism ‘special needs’.
What kind of response have you gotten? We’ve received an amazing response, with over 6 million views on Facebook in five days. The work has touched so many people and it’s being shared across the globe…a message that truly resonates worldwide.
Why is this an issue close to the agency’s heart? Publicis has always promoted diversity through Groupe employee programs like Egalité, which promotes awareness and community for LGTBQ employees, and VivaWomen! which supports gender diversity in in the workplace and awareness of women’s issues. Also important to Publicis New York culture, is the important pro-bono work which helps to support people around the world in campaigns for clients such as Understood.org (campaigns raising awareness of youth struggling with ADHD and dyslexia), as well as Doctors of the World (which helps refugees, ebola victims and those displaced by natural disasters).
Why do you think humor was needed in this campaign? We’ve tried to break the rules of a traditional PSA message by injecting some humor and hyperbole into the spot to spark thought and conversation, and show people with Down syndrome in a different light.
CREATIVE CREDITS
Chief Creative Officer: Andy Bird
Executive Creative
Directors: Luca Pannese, Luca Lorenzini
Copywriter: David Green
Art Director: Jen Wang
Director of Integrated Production Operations: Tim Ayers
Senior Integrated Producer: Jakub Popadiuk
Lead AD Tech Developer: Scott Jones
Interactive Developer: Dara Mao
Art Director: Jen Wang
Group Client Leader: Kathryn Harvey
Account Director: Shari Lederman
Chief Production Officer: Lisa Bifulco
Agency Producer: Chris Muldoon
Agency Editor: Marc Legana
Associate Creative Director of Design: Craig Tilford
Production Company: Hungryman Productions
Director: Wayne McClammy
Executive Producer/Managing Partner: Kevin Byrne
Puppet and Puppeteering: Legacy Effects
Editorial Company: Rock Paper Scissors
EP: Rana Martin and Eve Kornblum
Editor: Christjan Jordan
AE: Pieter Viljoen
Producer: Dani DuHadway
VFX/POST: Shed
Color: Billy Hobson
VFX: Paul O’Shea, Miles Essmiller, Phil Man
Puppet and Puppeteering: Legacy Effects
Music Producer: Rachel Rauch
Music, Mix and Sound Design by: Record & Mix: Beacon Street Studios
Composers: Andrew Feltenstein & John Nau
Executive Producer: Leslie DiLullo
Senior Producer: Kate Vadnais
Mixer/Sound Designer: Rommel Molina
Mix Assistant: Vivi Rojas
