Something heartwarming for a spring morning: take a moment to watch the new advert from CoorDown, the Italian Down Syndrome organization. The soundtrack features Sting on vocals, over an original song composed via Stabbiolo Music. The campaign is released to coincide with World Down Syndrome Day on March 21.
Sting’s smooth vocals narrate the story of Simone, a young woman with Down Syndrome who works at a bakery. Her skills impress one of the customers, a lawyer, who in turn goes on to hire a young man with Down Syndrome. From there, an inspiring chain reaction of hiring ensues, taking in a range of professions.
The film aims to raise awareness of the barriers and prejudices that people with Down Syndrome can face in the workplace, which include a lack of opportunities, low expectations, and stereotypical attitudes.
It also demonstrates the positive impact that overcoming these misconceptions can have on the individual employees as well as the wider companies and community.
The lively jazz track is the perfect accompaniment to this uplifting story. The use of repetition, always tracing the chain back to Simone when adding a new link, makes a memorable and playful motif. It has the feel of a contemporary nursery rhyme, or fabel, upbeat, with a wide appeal and with a strong message at its heart.
Explaining the idea behind the message, Antonella Falugiani, president of CoorDown, said, ‘We want to invite everyone – companies, citizens, organizations – to give more job opportunities and to learn more about the benefits of inclusion. Work, for people with Down syndrome, is as important as it is for everyone. It is about ensuring a fundamental right that is also a human need, and is the same for every individual.’
Sting’s star power is sure to boost campaign visibility. Let’s hope to experience this chain reaction of inclusivity and positivity out in the world!