Canadian Down Syndrome | Case Study | Reprise Digital

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Learn how search was used to create search-informed campaigns that drove a 893% increase in referral traffic for the Canadian Down Syndrome Society (CDSS).

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Objective: When parents learn their unborn child has Down syndrome, they have about 10 days to decide whether to keep the baby or not. Shell-shocked and overwhelmed, they leave the doctor’s office with a list of unanswered questions. Our challenge, in partnership with FCB/Canada, was to reach expectant parents in the moments after they received a Down syndrome diagnosis and dispel the misconceptions they may have.

Solution: With the launch of this campaign, anyone searching the most commonly asked questions about Down syndrome was able to see their questions answered by those who know first-hand, demonstrating that the best person to answer a question about Down syndrome is a person with Down syndrome. The clips produced by FCB/Canada dispel some of the misconceptions about the disability and illustrate how people with Down syndrome can play sports, cook, drive, read, and do much more.

Result:
· 893% increase in referral traffic
· 455 million impressions 
· 240 thousand questions answered

The search-first strategy helped Reprise & FCB/Canada take home 11 Cannes Lions from the 2017 advertising festival.

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YouTube url:	https://www.youtube.com/watch?v=Exws8h4_8Uw&ab_channel=RepriseDigital
Created:	13. 2. 2022 12:48:21

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Canadian Down Syndrome | Case Study | Reprise Digital