CoorDown's chain reaction

Ahead of Down Syndrome Day on Sunday March 21, this new campaign examines the knock-on effect that can happen if one person makes the decision to hire a person with Down Syndrome. 

The message to employers is that hiring a person with Down Syndrome not only changes the life of the person hired, but can trigger a virtuous circle of new opportunities for everyone. Created by SMALL New York and directed by Rich Lee through Indiana Productions Milan, the spot is for CoorDown, an Italian charitable association which protects and promotes the rights of people with Down Syndrome. 

Called The Hiring Chain, the campaign features award-winning artist Sting performing an original song written by Stabbiolo Music, also called The Hiring Chain. The joyful lyrics come to life on screen as we witness the virtuous chain of inclusion in the workplace after a baker initially decides that hiring Simone is a great idea.

“The Coordown diamond we were given to produce by SMALL already had a light of its own, even before we produced it: a powerful insight, a strong creative idea, a memorable song, an overall entertainment value, a celebrity appeal and, more importantly, a heartfelt purpose and request for activation and engagement through a brand content soaked with a powerful message," said Indiana's Partner, MD and Executive Producer, Karim Bartoletti. "All this was already within the original script, all we needed to do was make the diamond shine as brightly as possible."

Employers inspired by the film should visit www.hiringchain.org where 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.