World Down Syndrome Day - Sunday 21 March 2021
CoorDown is an association supporting people with DOWN syndrome created in 2003 with the aim of activating and promoting unitary and shared communication actions between the various Italian associations that were involved in and promote the rights of people with Down syndrome.
The message to employers all over the world is that hiring a person with Down syndrome not only changes the life of the person concerned, but can trigger a virtuous circle of new opportunities for everyone.
Sting, the award-winning artist, performs the original song "The Hiring Chain", which is the focus of the campaign video.
The original song, performed by Sting, was composed by Stabbiolo Music.
SMALL have worked with Coordown before with co-founders Luca Lorenzini and Luca Pannese winning many awards for their work with the charity, including gold Cannes Lions.
The lyrics highlight the virtuous chain of inclusion in the workplace.
In the first scene, a young woman named Simone is at work at the bakery. One of the customers at the bakery is a lawyer who is impressed with Simone's skills and decides, in turn, to hire a young man and give him a chance.
From there, a chain reaction ensues.
The young men and women featured in the video show that the more people with Down syndrome are seen at work, the more they are recognised as valuable employees -challenging low expectations and prejudices, thus creating opportunities for new hires.
Post-pandemic, inclusion the workplace is even more important, and it not only benefits the workplace but society at large.
Being more independent, contributing to society, having your own income, learning new skills, meeting new people, and feeling valued.
This is why work matters.
People with Down syndrome want to work for the same reasons as anyone else. But most people with Down syndrome face barriers and prejudices, lack of opportunities, low expectations, and stereotypical attitudes.
Debunking misconceptions about their potential and the benefits of an inclusive workplace are the stories and experiences of companies, employers, and employees.
Every person with Down syndrome can work according to their abilities. The goal is to find a role that fits each individual so they can do their job successfully. When given the right opportunity, people with Down syndrome can achieve great things and have a positive impact on colleagues, customer satisfaction, culture, and motivation throughout the company.
Diversity strengthens all workplaces. A virtuous cycle that spreads into the rest of society.
Antonella Falugiani, president of CoorDown Onlus sais: "We want to invite everyone 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. Work is an important stepping-stone for growth, for becoming adults, for the realisation of one's own life, for living independently and having the opportunities that all working people have. Just as it is important to study, so is the passage into the world of work, because it allows us to recognise the value of people and to have new social relationships, the economic base that work provides helps build independence and emotional relationships. Ensuring equal rights and dignity in the workplace to all people who have Down syndrome means giving them the opportunity to build their future».
Luca Lorenzini and Luca Pannese, executive creative directors, SMALL New York: "We have been working with CoorDown since 2012 and each time the insights that the association offers us are so deep and fertile that the campaigns practically write themselves. This year, thanks to Indiana, we were able to work with internationally renowned director Rich Lee. And, as if that weren't enough, Sting performed the song that accompanies the film. We grew up listening to Sting and The Police, and we'll just let you imagine the excitement we felt when we heard his voice performing the song we wrote for CoorDown for the first time. We really hope that his contribution can make the campaign more visible and can help give more and more job opportunities to people with Down syndrome.”
Sting’s Vocals Produced by: Martin Kierszenbaum
Sting's Vocals Edited by: Tony Lake
Sting appears courtesy of: Cherrytree/A&M Records
Executive Creative Directors: Luca Pannese, Luca Lorenzini
Original Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Production Company: Indiana Production
Director: Rich Lee
DP and Colorist: Christopher Probst, ASC
Executive Producer: Karim Bartoletti
Senior Producer: Silvia Bergamaschi
Production manager: Pablo Casula
Editor: Luca Angeleri
Post Production: Drive Studios
EP Drive Studios: Justin Diener
EP Drive Studios: Ned Brown
Creative Supervisor Drive Studios: Louise Lee
Staff Artist Drive Studios: Anika Morris
Online Editor Drive Studios: Ben Thornburg
Addl Compositor Drive Studios: Silswarup Patel
Studio Coordinator Drive Studios: Leah Fuentes
Website: Adoratorio Studio and Niccolò Miranda