Title	DEAR FUTURE MOM
Brand	COORDOWN ONLUS
Product/Service	WORLD DOWN SYNDROME DAY
Category	A15. PUBLIC SERVICE MESSAGES & CHARITIES
Entrant Company	THE FAMILY Milan, ITALY
Advertising Agency	SAATCHI & SAATCHI Milan, ITALY
Media Agency	ZENITH MEDIA Milan, ITALY
Production Company	THE FAMILY Milan, ITALY

Name	Company	Position
Agostino Toscana	Saatchi/Saatchi	Executive Creative Director
Luca Lorenzini	Saatchi/Saatchi	Creative Director
Luca Pannese	Saatchi/Saatchi	Creative Director
Luca Lorenzini	Saatchi/Saatchi	Copywriter
Luca Pannese	Saatchi/Saatchi	Art Director
Luca Lucini	N/A	Director
Sabrina Sanfratello	Saatchi/Saatchi	Agency Producer
Raffaella Scarpetti	Saatchi/Saatchi	Head Of Tv
Rachele Dottori	Saatchi/Saatchi	Pr
Federico De Cesare Viola	Coordown Onlus	Pr
Stefano Quaglia	The Family	Executive Producer
Nicola Mucelli	The Family	Editor
Barbara Calicchio	The Family	Post Producer
Tommaso Haimann	The Family	Producer
Marco Bassano	N/A	Director Of Photography
Saatchi & Saatchi Milan		Additional company

Brief Explanation

Coordown is the Italian organization that champions the rights of people with Down syndrome. On the 9th of February 2014, the organization received an email from a future mom: 'I'm expecting a baby with Down syndrome. I'm scared: what kind of life will my child have?' On World Down Syndrome Day, Coordown replied with a YouTube video. In the video, young adults with Down Syndrome respond to the mom's fears explaining all the ways her child will enjoy a full and fulfilling life: 'Dear future mom, don't be afraid...your child will be able to go to school...he'll be able to learn to write...he'll be able to work. Sometimes it will be difficult...almost impossible...but isn't it like that for all mothers?' The video ends with a message of hope for the mother: 'Your child can be happy. And you'll be happy too.'