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This Funny Down Syndrome Ad Will Change the Way You Feel About ‘Special Needs’

Able society is weird about people with disabilities. Eyes dart away. We’re overly helpful, not helpful enough. We call their needs “special,” as though demanding the same access to stuff we all want, like jobs or love or the chance to learn, is extra.

To change the discourse around a lazy euphemism, Coordown, Italy’s national organization for people with Down syndrome, launched “Not Special Needs,” an ad with Lauren Potter of Glee and John McGinley of Scrubs.

Potter addresses the “special needs” issue head-on, by pointing to needs that would really be special.

Like a need to eat dinosaur eggs.

This sly method of listing actual “special needs” demonstrates that people with Down syndrome are pretty normal, in the sense that they can be funny, charming, smart and don’t want John McGinley barging in at the crack of dawn to chat about his filmography. What you’re left with is the feeling that “special needs” only creates a barrier that obscures actual people.

The film was created by Publicis and directed by Wayne McClammy. Supporting stars include Sam Suchmann and Mattie Zufelt, who made the movie Spring Break Zombie Massacre, and Jared Kozak, known for Orson’s Last Dance and Leader of the Pack.

McGinley, the only star who does not have Down syndrome,has a son with the disorder and is an international spokesman for the Global Down Syndrome Foundation.

“The term ‘special needs’ is a euphemistic way to speak about persons with disabilities and their needs,” says Publicis chief creative officer Andy Bird. “The reality is people with Down syndrome do not have different or special needs, although they may sometimes meet those needs in different ways. They have the same needs as all of us—jobs, friends, love and simply the need to be seen and treated equally.”

“Not Special Needs” has generated 5.7 million Facebook views in five days. It will also be presented today during the World Down Syndrome Day Conference in New York, at the United Nations headquarters.

“World Down Syndrome Day has great symbolic value for us, and we have been promoting it for some time,” says president Sergio Silvestre of CoorDown Onlus. “The main objective of our work is to break down prejudices and stereotypes, and contribute to a profound change in attitude toward people with Down syndrome and more generally to the world of disability. We want to give our young people opportunities and tools that can ensure them a bright future.”

This marks Coordown’s first work with Publicis New York, where it was led by freshly minted executive creative directors Luca Pannese and Luca Lorenzini.

Learn more about “Not Special Needs” at its dedicated website, or read more about it on Facebook, Twitter or Instagram under #NotSpecialNeeds.

CREDITS Client:Coordown Agency: Publicis New York Chief Creative Officer: Andy Bird Executive Creative Directors: Luca Pannese, Luca Lorenzini Copywriter: David Green Art Director: Jen Wang Director of Integrated Production Operations: Tim Ayers Senior Integrated Producer: Jakub Popadiuk Lead AD Tech Developer: Scott Jones Interactive Developer: Dara Mao Art Director: Jen Wang Group Account Director: Kathryn Harvey Account Director: Jakub Popadiuk, Shari Letterman Chief Production Officer: Lisa Bifulco Agency Producer: Chris Muldoon Agency Editor: Marc Legana Production Company: Hungryman Productions Director: Wayne McClammy Executive Producer/Managing Partner: Kevin Byrne Puppet and Puppeteering: Legacy Effects Editorial Company: Rock Paper Scissors EP: Rana Martin and Eve Kornblum Editor: Christjan Jordan AE: Pieter Viljoen Producer: Dani DuHadway VFX/POST: Shed Color: Billy Hobson VFX: Paul O’Shea, Miles Essmiller, Phil Man Puppet and Puppeteering: Legacy Effects Music Producer: Rachel Rauch Music, Mix and Sound Design by: Record & Mix: Beacon Street Studios Composers: Andrew Feltenstein & John Nau Executive Producer: Leslie DiLullo Senior Producer: Kate Vadnais Mixer/Sound Designer: Rommel Molina Mix Assistant: Vivi Rojas

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