The Prodis Down Syndrome Foundation - a Spanish organsiation - engaged ad agency Vitruvio to create pro-bono ads that would communicate the ability of people with Down syndrome. In an effort to understand the extent of what was posible, the agency liaised with a focus group to get their opinion on what they would like to see in the ads. What resulted was a complete change in approach where the individuals with Down syndrome were hired to make the ad themselves.

What resulted was a "wheel within a wheel" concept which demonstrates their ability to make an ad which, in turn, features the range of abilities of people with Down syndrome. A fabulous idea which advocates and comunicates an important messageon behalf of people with this disabilty.

The agency posted updates on the group's progress on www.letusdoit.org and their work, with the theme "Let us do it," included commercials and The Story of a Beautiful Ad, a 25-minute documentary that ran on prime time TV.

The resulting campaign was featured at the recent Cannes Lions International Advertising Festival.

The following link will open a copy of their completed ad.

http://youtube.com/watch?v=DOjVYLSTSQY&feature=related