In advance of World Down Syndrome Day, CoorDown released a viral ad that has a lot of people praising it, and talking about it. Coor Down is a non-profit organization founded to raise awareness of the potential of people with Down Syndrome, and to promote their inclusion in school, sport, and work.
Comments across platforms include people saying things like, “The best campaign I’ve seen in a longggg time. So powerful!! Beautifully executed.” Another viewer shared, “Wonderful, powerful, transformational video. Needs to be shared far and wide. Well done !!”
Another viewer added the impact the video made, “I have down syndrome and this is very inspiring to me.”
And yet another commenter shared a perspective, “Nailed it! Let’s get beyond thinking it’s great that people with developmental disabilities are “invited to the table” and support a paradigm where they are the host of that table.”
The ad spot even inspired other viewers to share their own #AssumeThatICan stories of their loved ones.
We need more campaigns that uplift, educate, and inspire communities on such a broad level. Not only because it makes a positive impact on people far and wide, but also because it drives business results.
CoorDown and their agency partner Small have a history of creating thought-provoking campaigns that have a powerful impact. A few years ago, they produced another viral video, “The Hiring Chain” that helped them accomplish their mission from a different angle.
I smiled the whole time watching it, and I bet you will too.
Here are four best practices to adopt from CoorsDown “Assume That I Can” campaign, to ensure your marketing is more authentically inclusive and reaches a broader audience, while achieving the business results you desire.
Change the Narrative
The CoorsDown video addressed head on common stereotypes about people with Down Syndrome, that they aren’t capable of doing activities that other people can, and showcased the harm those beliefs have on people who are part of the community.
As a marketer, whenever you are making content about or for people from marginalized communities, you have a responsibility to change the narrative to shut down negative stereotypes that exist.
Vulnerable and marginalized communities don’t need another company catering to them just so they’ll buy their stuff. They want to engage with and buy from brands who demonstrate that they see the community, they prove they want them to belong, and that demonstrate they want the community to be in a better position overall.
While changing the narrative about the Down Syndrome community was the entire point of the ad, that isn’t the only way you have to go about doing it.
Sometimes you can accomplish the same goal with casting and creative decisions. This Hyundai commercial addressed a negative narrative about Black fathers with the casting of this sweet ad. The campaign would have worked with any father son duo, and had wide appeal. But with the specific casting choice, it opened the door for a different and more accurate narrative in media.
Co-Create With People Who Are Part Of The Communities You Want To Reach
Commentary about the creation of the “Assume That I Can” campaign highlighted that the team at CoorDown and Small worked very closely with people from the Down Syndrome community throughout the development process.
This approach is the embodiment of the principle, “nothing about us without us,” which holds that brands, organizations, and policy makers shouldn’t be making decisions, campaigns, or any creative work about a community, without direct input and collaboration with that community.
Co-creating with people who are part of the communities you intend to serve also helps you produce better work.
Market research and observation is helpful to develop a deep degree of cultural intelligence for people from underrepresented and underserved communities.
However, it’s a difficult task to authentically and effectively bring to life feelings, memories, and experiences of a community, if you and your team don’t have the lived experiences of that community.
Wherever possible, build a team that is representative of the identities you want to reach with your marketing. You’ll do a better job of creating culturally relevant products, services and experiences that make more of the people you serve feel seen, supported, and like they belong with you.
The Google Pixel 8 team did this with their heartwarming campaign that earned top marks during this year’s SuperBowl.
Main Character Energy
Representation matters. But not all representation is created equal. The “Assume That I Can” campaign put actress Madison Tevlin, who also has Down Syndrome, front and center as the main character of the campaign.
While more brands are doing a good job of including people from underrepresented and underserved communities in their campaigns, they often are just there. They are in the background and are present, but not really the main talent in the campaign.
The people you serve need to see themselves and or who they aspire to be reflected in the visual imagery your brand puts forth.
As such, it is especially important for people from underrepresented and underserved communities to see themselves as the main character, rather than the non-speaking sidekick that is just happy to be included in the background.
When you include people from marginalized communities as the main character, you have more opportunity to tell authentic stories that enables people to connect on a deeper level. It also gives you more leverage to work on rewriting narratives that aren’t accurate.
Inspire Positive Change
While the “Assume That I Can” ad was to celebrate World Down Syndrome Day, the impact that it had reached far beyond people with Down Syndrome and their loved ones.
Many people commented on how the ad changed their perceptions about people from this community and other people with disabilities. It challenged their own actions, and forced them to confront why they held such limited views of what people from these communities could accomplish.
While of course the campaigns that you produce will have a clear business objective, that doesn’t also mean that you can’t inspire self-reflection to make positive change for the communities you want to serve.
This Dove “You’re more beautiful than you think” ad is more than 10 years old. But the impact it has is a lasting one, that has sparked a ton of loyalty to the brand.
One consumer told me she felt like she belonged due to Dove’s “Real Beauty” campaign nearly two decades ago. She’s still a loyal Dove customer today as a result.
Creating campaigns with a lasting impact that influences the way people see themselves and the way they see other people drives business results.
Life is about belonging. And because of that business is about belonging.
The more you can make more of the people you want to serve feel like they belong, and create an environment that cultivates belonging through all with the products, services, experiences, and community you build, the more likely you will be to see a bigger impact, both with the customers you serve, and with your business.