Assume That I Can international campaign smashes stereotypes about people with Down Syndrome
On World Down Syndrome Day, March 21, 2024, CoorDown – the National Coordination of Associations of People with Down syndrome – launched the international awareness campaign “ASSUME THAT I CAN”. It calls on everyone to put an end to prejudice and support the concrete potential of each person who has Down syndrome.
The international campaign started with CoorDown, in Italy but sees the contribution of several international associations that are simultaneously launching the film worldwide, including Down Syndrome Australia.
There is enormous potential for everyone when we actively work on understanding our own conscious and unconscious biases. Whether it’s our biases about the expectations and roles we place on women, people living with disabilities, LGBTQI+ people or men, we can all live freer and fuller lives without stereotypes.
Epijoint breaks out of it’s tired, stereotupical category and creates something fun, exciting and gender equal
“Nutraceutical ads can be a hodgepodge of drab testimonials and elderly people happily walking along the beach. For its brand launch, Epijoint wanted to throw out these tired old category notions and show exactly the kind of refreshing movement its product fosters.”
In our article on femvertising, we discussed how ads directed at women were often about how the product would “fix” a woman’s appearance or lifestyle but “advertisers show men how their products can work for their lifestyle and treat the consumer as smart enough to decide if it does or not.”
This ad isn’t about a “fix”, it’s about an enhancement of someone’s life, showing this woman discovering a new hobby and passion that Epijoint can open up for her.
Big gender equality bonus points for showing a woman absolutely nailing a traditionally male-dominated hobby too!
In just 30 seconds, San Remo’s ‘We’re Family’ ad via Emotive effectively challenges stereotypes, promotes inclusivity, and showcases progressive and diverse family dynamics.
The male character recognises his family’s disconnected and brings them together by preparing a meal for everyone. Shifting away from the assumption and expectation that emotional and household labour is solely a woman’s role.
More ads that are getting equal:
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