#DearFutureMum

“Saatchi Turns an Email Into a Beautiful Ad for World Down Syndrome Day” was the headline of an article I read on Adweek two days ago. So, I became curious and as I always do, I scrolled down to watch the video without paying much attention to the article’s content. 

After two minutes and 30 seconds (the length of the video) I realized I was in tears. I shared the video on my blog that day and I thought I should dedicate today’s post to this ad, since “beautiful” is too simple a word to describe this video.  I believe it is overwhelming and most importantly sends a powerful message.

Source: CoorDown Official Facebook page 

The agency Saatchi & Saatchi came up with the idea for the video after they were contacted by CoorDown, an association representing people with Down Syndrome in Italy. On February, CoorDown received an email from a mother-to-be who had found out that her baby had this syndrome and shared her fear about the future life of her child.

The video replies to this mother and other mums who continuously ask themselves the same question “What kind of life will my child have?”  The message: Your child will be able to do many things, integrate in the society, and most importantly, he/she will be happy.  

In such cases, when advertising focuses on sensitive causes and delivers powerful messages like this one, it has the power to do something different. It can motivate people and encourage them to think positively. 

Saatchi & Saatchi has cooperated with CoorDown for three years in a row. Click here to go to CoorDown YouTube channel and watch the ads from the previous years.