Societal assumptions regarding individuals with Down’s syndrome are being confronted head-on via a thought-provoking viral ad making waves across social media.
The ‘Assume that I can’ ad is being run by action group CoorDown in time for World Down Syndrome Day on March 21st.
Crafted by the New York-based agency Small, the 90-second empowering film stars a young woman urging society to embrace the belief that she is fully capable of living her life to the fullest, rather than subjecting her to prejudiced assumptions that restrict her independence.
The ad aims to highlight the authentic, everyday encounters of individuals with Down’s syndrome, including instances such as being refused alcohol at a bar, facing parental resistance to moving out or not being taken seriously when taking part in sport.
The film’s protagonist flips the narrative, emphasizing how individuals with Down’s syndrome have the capacity to lead fulfilling, autonomous lives if they are given the trust and freedom to do so.
The CoorDown president, Antonella Falugiani said.
“We decided to launch a call to action, which aims to engage the whole society, not just our community, because disability really affects everyone, and everyone must be able to act to change the culture that produces discrimination.”
This powerful campaign succeeds in showing the public how each of us can contribute to inclusion by listening to and not making assumptions about people with Down syndrome and other disabilities. Only in this way can we break down the stereotypes and prejudices that surround disability and limit the lives of those affected by it.
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