Coordown Onlus: How Do You See Me [case]

Credits & Description:

Titile: How Do You See Me
Agency: Saatchi & Saatchi
Brand: Coordown
Country: USA
Advertising Agency: Saatchi & Saatchi, New York
Entrant Company: Saatchi & Saatchi, New York
Media Agency: Saatchi & Saatchi, New York
Pr Agency: Powell Communications, New York
Production Company: Pulse Films, Los Angeles
Creative Director: Lauren Mccrindle (Saatchi & Saatchi)
Executive Creative Director: Mike Pierantozzi (Saatchi & Saatchi)
Digital Art Director: Aksana Berdnikova (Saatchi & Saatchi)
Chief Creative Officer: Jay Benjamin (Saatchi & Saatchi Ny)
Global Creative Director: Luca Lorenzini (Saatchi & Saatchi Ny)
Global Creative Director: Luca Pannese (Saatchi & Saatchi Ny)
Brief with projected outcomes:
Not Applicable
Execution:
We launched a campaign called ‘How Do You See Me?’ In the video, AnnaRose, a 19 old student with Down Syndrome, describes how she sees herself - mentioning relationships, positive qualities, and activities she enjoys taking part in. AnnaRose is the narrator of the film, but she’s portrayed by actress Olivia Wilde, challenging the viewer to see AnnaRose not as how she looks, but how she sees her world, and wants to bee seen like anyone else. The film ends with a reflection of Olivia Wilde in a mirror.  The camera turns away from the reflection to reveal it was AnnaRose staring into the mirror all along. AnnaRose then looks directly into the camera and says, “This is how I see myself. How do you see me?”
Synopsis:
Each year, World Down Syndrome Day celebrates people living with Down Syndrome. CoorDown wanted to use this year’s event as a platform to promote full inclusion for people with Down Syndrome. A real challenge for people with Down Syndrome is the way people perceive them because of their condition.  That perception can offer opportunity and foster inclusion for them, or it can alienate and reinforce prejudice. The objective was to move people to address their conscious or unconscious prejudice against those living with Down Syndrome.
Strategy:
One of the main barriers to inclusion is the prejudice and low expectations that many people don't even realize affects their perception of people with Down Syndrome, and consequently affects their willingness to foster inclusion and opportunity.  In order to reach a millennial audience, we created a provocative online film which invited viewers to join the conversation about how we perceive those with Down Syndrome by using #howdoyouseeme?
Campaign Description:
In order to challenge people’s perception of those living with Down Syndrome, we created a film where a person with Down Syndrome, narrates how she sees herself and her life, but is portrayed on screen by a famous Hollywood actress. The metaphor aims to explore how people with Down Syndrome perceive themselves, and how they want to be seen and treated, while revealing the inherent prejudice and discrimination that they face every day.