A look may be friendly, encouraging, respectful or cold, devaluing and even discriminatory. A look can offer opportunity and foster inclusion for people with Down syndrome, or it can alienate and reinforce prejudice. To live, work and participate with confidence and autonomy, fully included in society, in their communities, alongside their families, co-workers, friends and peers: this is the inclusive theme of the 11th edition of World Down Syndrome Day, 21 March 2016. CoorDown Onlus – Coordinator of Italian Associations of people with Down syndrome celebrates World Down Syndrome Day with the release of an international social communication campaign created, for the fifth consecutive year, through its unique collaboration with advertising agency Saatchi & Saatchi, New York office.
The protagonist of the online film that is directed by Reed Morano, is AnnaRose, a young girl with Down syndrome narrating her life: full of significance and possibilities, full of friendships and love, but also with challenges and difficulties. On screen her life is played by actress Olivia Wilde. The metaphor aims to inspire a reflection on how people with Down syndrome see themselves, whilst revealing the inherent prejudice and discrimination that they face based on society’s preconceptions and stereotypical low expectations.
Let’s change the way we look at people with Down syndrome. AnnaRose is a nineteen year old from NJ. She’s a full time college student who works part-time at a physical therapy center and enjoys basketball and swimming through the Special Olympics NJ. AnnaRose, as many people with Down syndrome, only wants to realize her potential and live a meaningful, beautiful life. The campaign “How Do You See Me?” was achieved together with DSi – Down Syndrome International and with the contribution of Down Syndrome Australia, Down’s Syndrome Association (UK), Fondation Lejeune and Les Amis d’Eléonore (France).