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Creative Award
New York, United States
CoorDown - "Assume That I can" by ANDY Awards 2024

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TitleAssume That I can
Agency
Campaign Assume That I can
Advertiser CoorDown
Brand CoorDown
Date of First Broadcast/Publication 2024 / 3
Business Sector Charities, Foundations, Volunteers
Story Our negative assumptions about people with Down syndrome can lead us to treat them in such a way that these assumptions become reality. In sociology, this is called a ‘self-fulfilling prophecy’. Why not reverse our perspectives? If we have positive assumptions about people with Down syndrome, we'll give them more opportunities in their schools, workplaces, relationships and activities. And maybe these positive assumptions will become reality.
Media Type Case Study
Length
AI Description This ad from CoorDown, titled "Assume That I Can," highlights World Down Syndrome Day. It opens with a montage of news anchors discussing Down syndrome and continues with a powerful speech by Marta Sedano at the UN, discussing self-fulfilling prophecies. The campaign flips assumptions, illustrated by a young woman at a bar proving she can drink a margarita, attend parties, and perform on stage. With a viral reach of 150 million views, the ad features clips of people with Down syndrome challenging stereotypes and advocating for equal rights. Madison Tevlin, a star in the ad, symbolizes empowerment, shown through an energetic message of assuming positive outcomes to inspire change in perceptions. Celebrities also share the campaign, further spreading its influential message.
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