Developed with the agency's New York office, the international online campaign features the "How Do You See Me?" video that shows a girl with Down syndrome narrating the life she wants to have, and in this life, she’s played by actress Olivia Wilde.
"This metaphor is aimed to ignite a conversation around how those living with Down syndrome see themselves and how they are often times disadvantaged when people pre-judge them based on their condition," says the agency.
"People with Down syndrome are still too often victims of discrimination, and even more than what is said about them, the way other people look at them is a common indicator of this type of prejudice."
The campaign also includes the hashtag, #HowDoYouSeeMe, to help amplify a call to action and start a conversation.
The campaign is also designed to
support World Down Syndrome Day’s theme -- My friends, my community -- in order to help create a culture of diversity and to encourage new pathways for inclusion in schools, the workplace
and inside communities where people with Down syndrome live, says the agency.
Saatchi & Saatchi’s previous campaigns for CoorDown have garnered 18 Lions at the last four Cannes Lions International Festival of Creativity and a Grand Prix at ADCE.