New advert The hiring chain reveals the broader advantages of inclusive hiring
The ad was published prior to World Down Syndrome Day and was soundtracked by Sting. It shows how inclusive attitudes can open up a range of new possibilities
Created by New York-based agency Small for Italian charity CoorDown, the ad is a quirky story that begins with a bakery hiring a young woman with Down syndrome. When customers demonstrate their skills in-store, it triggers a number of positive actions from other local businesses.
The film aims to raise awareness of the barriers and prejudices that people with Down syndrome may face in the workplace, including lack of opportunity, low expectations and stereotypical attitudes. It also shows the positive effects that overcoming these misunderstandings can have on individual employees as well as on companies and society in a broader sense.
The spot contains an original song by Sting and will appear at the same time as World Down Syndrome Day on March 21st. It's the latest in a series of ads Small created for CoorDown that includes the hugely successful Dear Future Mom movie. This year's campaign is supported by the Down & # 39; s Syndrome Association (UK) and Down Syndrome Australia under the auspices of DSi – Down Syndrome International.
A new website, iringchain.org, has been created to help companies inspired by the movie find contact details for organizations around the world that can provide information, support and encouragement to people with Down syndrome to bring their workplace. There is also extensive employment information and answers to frequently asked questions about creating an inclusive workplace.
Credits:
Agency: Small
ECDs: Luca Pannese, Luca Lorenzini
Production company: Indiana Production
Directed by Rich Lee
Original music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Website: Adoratorio Studio and Niccolò Miranda
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