FCB Toronto and the Canadian Down Syndrome Society Launch ‘Anything But Sorry’

FCB Canada’s “Anything But Sorry” viral awareness campaign for Canadian Down Syndrome Society aims to educate and inform people on how to act appropriately when a child is born with Down syndrome. When a baby is born, parents are usually showered with oohs, aahs and congratulations. Yet, “sorry” is what many parents with a newborn with Down syndrome hear from friends, family and even their doctors. So, what should well-wishers say instead? The answers are provided by people with Down syndrome, who offer suggestions using every inappropriate phrase they know except “sorry.” Ultimately, the most inappropriate thing to say to parents of a child born with Down syndrome is the ‘S’ word, as the birth of every child should be celebrated, not apologized for.

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