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Web Film
Down Syndrome Corporation of Colombia: UP Syndrome
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While the world struggles with Covid-19, the Colombian Down Syndrome Corporation, in collaboration with Wunderman Thompson Colombia launched Up Syndrome, a new campaign following World Down Syndrome Day (March 21st). By changing the word 'down' and the stigma attached to it, the Colombian Down Syndrome Corporation and Wunderman Thompson Colombia seek to change the negative perception of those with the condition confronted on a daily basis. Up Syndrome is a groundbreaking initiative from Colombia aiming to instill a change in the way people with - what was previously called - Down Syndrome are viewed. It was given its original name from the British doctor John Langdon Down, the first person to describe this genetic alteration. It is by pure coincidence that his surname is Down, conjuring up negative images as it does. The Down Syndrome Corporation's campaign is the first to change the common social perception of the condition. Far from being debilitating, this initiative shows the many things those with 'Up syndrome' can achieve. This is the meaning of 'rising up'. Those featured in the campaign are members of the corporation who share with us their great life achievements, showing us exactly why they should be recognised as 'Up'.
CM: Paula Urrego |
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