The Idea

We created a structured, hard-hitting campaign that incorporated the charity’s ethos and utilised their existing assets. Profiling their experts, we created thought leadership opportunities to bring focus to little discussed aspects of DS such as Keratoconus, a serious eye condition. Improving the public and media’s understanding of DS was vital so we identified and placed case studies and emotive features in mainstream media and organised press visits to the Langdon Down Centre, the charities head office, to give insight to their vision. Next, we seeded the message out online through gifting pairs of socks, as part of the official ‘Lots of Socks’ for World Down’s Syndrome Day campaign, to celebrities and online influencers to secure widespread engagement and awareness.