On 9th February, a pregnant mother sent an email to CoorDown, Italy’s national organization for people with Down syndrome. She had discovered that her baby was suffering from the genetic disorder and was scared regarding the child’s future. With World Down Syndrome Day (21st March) around the corner, CoorDown and agency Saatchi & Saatchi took this opportunity to create this heartwarming ad in response to the mother’s letter.
Brilliant work by Saatchi no doubt. The 2:28 film has skyrocketed to the top of the viral video charts with over 1.2 million YouTube views, 112k Facebook shares and 4300 tweets in less than a week. 2014 has seen some inspiring campaigns like the one from Samsung for the Paralympics and this one is no less. Share your feedback in the comments section below.