You-Can’t-Put-Us-Down Syndrome 

With expectant parents first experience of Down Syndrome often being entirely negative, we wanted to show the UK that there’s plenty to be positive about by quite literally re-writing what it means to have Down Syndrome. We wanted to capture the full and rewarding lives of young people from the community and timed to launch into the power of October’s Down Syndrome Awareness Month. By driving awareness, we also wanted to convince those in political power to wield the pen and re write the protocols and procedures used by UK healthcare professionals.

You-Can’t-Put-Me-Down-Syndrome brings to life 13 stories from 13 incredible individuals through powerful portraits, championing the unique individual, in all their awesomeness – showing the everyone that there’s plenty to be positive about Down Syndrome. From a CBeebies presenter who’s Bringing-The-House-Down Syndrome, to an influencer who’s Never-Slowing-Down Syndrome, and even an NHS worker who’s Never-Letting-You-Down Syndrome. We flipped the negative connotations associated with the term ‘Down Syndrome’ by rewriting this into a positive, humorous headline, each linked directly to capture the personality of each person and perceptions they challenge.