CoorDown and Sting Team up on a Beautiful Ad for World Down Syndrome Day

    Goodwill feeds goodwill.

    By Asia Ad Junkie - Mar 16, 2021
    CoorDown and Sting Team up on a Beautiful Ad for World Down Syndrome Day

    To celebrate World Down Syndrome Day on Sunday, March 21st, CoorDown has launched a global awareness campaign “The Hiring Chain.” The spectacular spot is a shout-out to employers everywhere that hiring a person with Down syndrome can trigger an incredible circle of new opportunities.

    The two-minute musical campaign is backed by the vocals of Sting and features everyone from lawyers, to farmers and dentists hiring employees with Down syndrome. First, it’s the baker who hired Simone. Then the lawyer saw that Simone was damn good at her job and decided that she could help the community as well. So she hired John and the circle grew from there.

    It’s punchy, it’s joyful, it is near impossible not to smile the entire way through.

    Employers inspired by the film should visit the hiring chain. They’ll find the contact details for organizations around the world that can provide information, support and encouragement to get people with Down syndrome into their workplace. There is also in-depth information on employment and answers to frequently asked questions about creating an inclusive workplace.

    People with Down syndrome want to work for the same reasons as anyone else. But most people with Down syndrome face barriers and prejudices, lack of opportunities, low expectations, and stereotypical attitudes. Debunking misconceptions about their potential and the benefits of an inclusive workplace are the stories and experiences of companies, employers, and employees.

    Every person with Down syndrome can work according to their abilities. The goal is to find a role that fits each individual so they can do their job successfully. When given the right opportunity, people with Down syndrome can achieve great things and have a positive impact on colleagues, customer satisfaction, culture, and motivation throughout the company. Diversity strengthens all workplaces. A virtuous cycle that spreads into the rest of society.

    “The Hiring Chain” campaign was created in partnership with the New York-based creative agency Small with the support of Indiana Production, an Italian-based production company. The original song, performed by Sting, was composed by Stabbiolo Music.

    This year’s global campaign was supported by the Down’s Syndrome Association and Down Syndrome Australia with the patronage of DSi – Down Syndrome International.

    The campaign has been supported by Fondazione Cariplo and LinkedIn whose Italian office partnered with CoorDown over the past 12 months.

    “With the campaign “The Hiring Chain” we want to invite everyone – companies, citizens, organizations – to give more job opportunities and to learn more about the benefits of inclusion. Work, for people with Down syndrome, is as important as it is for everyone. It is about ensuring a fundamental right that is also a human need and is the same for every individual. Work is an important stepping-stone for growth, for becoming adults, for the realization of one’s own life, for living independently, and having the opportunities that all working people have,” said Antonella Falugiani, President of CoorDown Onlus.

    “Just as it is important to study, so is the passage into the world of work, because it allows us to recognize the value of people and to have new social relationships, the economic base that work provides helps build independence and emotional relationships. Ensuring equal rights and dignity in the workplace to all people who have Down syndrome means giving them the opportunity to build their future.”

    The campaign’s official hashtags are #HiringChain #WorldDownSyndromeDay #WDSD21.

    “We have been working with CoorDown since 2012 and each time the insights that the association offers us are so deep and fertile that the campaigns practically write themselves,” said Luca Lorenzini and Luca Pannese, Executive Creative Directors, Small New York.

    “This year, thanks to Indiana, we were able to work with internationally renowned director Rich Lee. And, as if that weren’t enough, Sting performed the song that accompanies the film. We grew up listening to Sting and The Police, and we’ll just let you imagine the excitement we felt when we heard his voice performing the song we wrote for CoorDown for the first time. We really hope that his contribution can make the campaign more visible and can help give more and more job opportunities to people with Down syndrome.”

    World Down Syndrome Day is an international event – set up by Down Syndrome International and officially observed by the United Nations to raise awareness of Down Syndrome and champion inclusion worldwide. The 21st of the third month was chosen because people who have Down syndrome have three copies of chromosome 21 rather than two.

    The theme this year is “CONNECT” and aims to connect the global community of people who have Down syndrome in innovative ways to continue advocating for equal rights and opportunities. In 2020, the Covid-19 pandemic forced everyone around the world to adapt the ways we stay connected and united.

    It has been a big challenge, many people have been left behind but at the same time it has given the opportunity to creatively invent new ways to share. World Down Syndrome Day will be an opportunity for people to share their stories and reach a global audience.

    CoorDown ODV

    The Coordinamento delle associazioni delle persone con sindrome di Down was created in 1987 with the aim of promoting communication actions shared among the various Italian organisations engaging in the protection and promotion of the rights of people who have Down syndrome, and today it is the official representative body interacting with all Institutions.

    Every second Sunday of October, CoorDown promotes the National Down Syndrome Day and on March 21st of every year the World Down Syndrome Day.


    Vocals: Sting
    Sting’s Vocals Produced by Martin Kierszenbaum and Edited by Tony Lake
    Sting appears courtesy of Cherrytree/A&M Records

    Agency: SMALL
    Executive Creative Directors: Luca Pannese, Luca Lorenzini

    Original Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
    Production Company: Indiana Production

    Director: Rich Lee

    DP and Colorist: Christopher Probst, ASC
    Executive Producer: Karim Bartoletti

    Senior Producer: Silvia Bergamaschi
    Production manager: Pablo Casula

    Editor: Luca Angeleri
    Post Production: Drive Studios

    EP Drive Studios: Justin Diener

    EP Drive Studios: Ned Brown

    Creative Supervisor Drive Studios: Louise Lee

    Staff Artist Drive Studios: Anika Morris

    Online Editor Drive Studios: Ben Thornburg

    Addl Compositor Drive Studios: Silswarup Patel

    Studio Coordinator Drive Studios: Leah Fuentes
    Website: Adoratorio Studio and Niccolò Miranda

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