Assume That I Can

CoorDown · 2024

Brand: CoorDown Agency: SMALL Italy Charities & Nonprofit2024

Charity & Nonprofit Disability & Accessibility Social Cause & Activism

5 awards: ANDY Awards · Cannes · London International Awards · Clio Awards · +1 more

AI Overview

A film starring a woman with Down syndrome challenges viewer assumptions about her potential, reversing the self-fulfilling prophecy that limits people with the condition. The campaign reached 150M views in a week and sparked global media coverage and community participation around reframing expectations.

Strategic insight

Prejudice operates through low expectations that people internalize and act upon. Flip the assumption from 'cannot' to 'can,' and behavior—and outcomes—shift.

Earned Reach

The film reached 150 million views across platforms in one week and was covered by major outlets including CNN, BBC, Fox News, Vogue, and Vanity Fair. Thousands of social media users engaged with the hashtag, and people with Down syndrome shared examples of stereotypes they had broken.

Cultural Impact

The campaign prompted widespread behavior change by encouraging viewers to confront their own prejudices about people with Down syndrome. Community members actively participated by sharing personal examples of broken stereotypes, shifting the broader conversation around capability and inclusion.

AI Overview

Strategic insight

Earned Reach

Cultural Impact

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