Art director & illustrator
Art director & illustrator
The only wrong way to welcome a baby into the world is by saying sorry. Something many families hear after finding out their new baby has Down syndrome. This campaign was created to change that.
Viewers were driven to a microsite that featured shareable messages to help welcome all 9,363 babies born with Down syndrome across North America in 2017.
We also interviewed families discussing how hearing sorry after their child’s birth had a devastating and long lasting effect.