Make it not just about the organization, but the people it cares for.
With a campaign called “The Upside,” we aimed to shape Irish society long after DSI’s 50th by focusing on how a culture of inclusion benefits not only people with Down syndrome, but Ireland’s economy, society and nation as a whole. To authentically help everyone understand “The Upside” of inclusion, we didn’t just feature people with Down syndrome, we gave them a voice — sharing real stories, issues and facts from and about those living with the disability.
Their message, “You don’t need to talk down to me,” was brought to life with a 60-foot mural that became the launching point for a multifaceted campaign, which included creating a new manifesto for DSI, an additional mural, and 21 demands that outlined ways Ireland could start improving inclusivity right away. To bring the 21 demands to the forefront of Ireland’s agenda, we teamed up with 11-year-old Pádraig, host of the Monday Motivation Paudcast and a person with Down syndrome, to talk with the Taoiseach (Ireland’s Prime Minister) and Tánaiste (Ireland’s deputy head of the government).