17-Time Grammy Award Winning Artist Sting Lends his Voice to World Down Syndrome Day Global Campaign that Calls on Employers and Workplaces to Be More Inclusive
Young people with Down syndrome show how valuable work is for everybody.
For World Down Syndrome Day 2021, CoorDown presents THE HIRING CHAIN, the international communication campaign developed in partnership with the New York-based creative agency SMALL.
To celebrate World Down Syndrome Day (Sunday 21 March 2021) CoorDown launches their global awareness campaign "The Hiring Chain". Their 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 punchy, joyful lyrics come to life on screen and bear witness to the "virtuous" chain of inclusion in the workplace. In the first scene, a young woman named Simone is at work at the bakery, showing customers her skills. One of these customers is a lawyer who is impressed 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 and song 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. On World Down Syndrome Day 2021, CoorDown takes up the challenge of the pandemic and the social crisis to affirm that job inclusion is not only a right to be guaranteed now more than ever for every person, but it brings benefits in the workplace and in society at large.
Employers inspired by our film should visit www.hiringchain.org (created by Adoratorio). They will find the contact details for organisations around the world that can provide information, support and encouragement to get people with Down syndrome into their workplace. There is also in-depth information on employment and answers to frequently asked questions about creating an inclusive workplace.
Why Work Matters. Being more independent, contributing to society, having your own income, learning new skills, meeting new people, and feeling valued. 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.
"The Hiring Chain" campaign - available on CoorDown's YouTube channel [link] was created in partnership with the New York-based creative agency SMALL with the invaluable support of Indiana Production. The original song, performed by Sting, was composed by Stabbiolo Music.
This year’s global campaign was again supported by the Down's Syndrome Association (UK) and Down Syndrome Australia with the patronage of DSi - Down Syndrome International.
The campaign has also received patronage of Fondazione Cariplo and will have LinkedIn as an exceptional partner. LinkedIn is the largest social network dedicated to work and professional relationships, and they are supporting the campaign by funding the project and promoting it on their platform.
The campaign’s official hashtags are #HiringChain #WorldDownSyndromeDay #WDSD21.
Antonella Falugiani, President of CoorDown Onlus: "With the campaign "The Hiring Chain" 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 who have 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.”
World Down Syndrome Day (WDSD) is an international event - set up by Down Syndrome International and officially observed by the United Nations to raise awareness of Down syndrome and champion inclusion worldwide. The 21st of the third month was chosen because people who have Down syndrome have three copies of chromosome 21 rather than two. The theme this year is “CONNECT” and aims to connect the global community of people who have Down syndrome in innovative ways to continue advocating for equal rights and opportunities. In 2020, the Covid-19 pandemic forced everyone around the world to adapt the ways we stay connected and united. It has been a big challenge, many people have been left behind but at the same time it has given the opportunity to creatively invent new ways to share. World Down Syndrome Day will be an opportunity for people to share their stories and reach a global audience.
The Coordinamento delle associazioni delle persone con sindrome di Down was created in 1987 with the aim of promoting communication actions shared among the various Italian organisations engaging in the protection and promotion of the rights of people who have Down syndrome, and today it is the official representative body interacting with all Institutions. Every second Sunday of October, CoorDown promotes the National Down Syndrome Day and on 21 March of every year the World Down Syndrome Day, also by producing international communication campaigns which over the years have been awarded as many as 20 Cannes lions, of which 9 golden, at the International Festival of Creativity.