Canadian Down Syndrome Society (CDSS) is empowering the next generation of caregivers.

The hero videos of “Care Instructions” provide a simple POV of parents speaking frankly and directly to their children, offering heartfelt encouragement for when sibling caregivers need to take over duties from their parents.

The campaign is informed by the fact that average life expectancy for Canadians with Down Syndrome has more than doubled, from 25 in the early 80s to around 60 now – meaning some could outlive their parents. In prior work, CDSS addressed the prevailing myth about how people with Down Syndrome age.

“The reality of a longer life means more siblings may need to fill the shoes of their parents as primary caregivers, and don’t feel properly equipped with the support and resources they need,” says Laura LaChance, executive director of the Canadian Down Syndrome Society. “We wanted to capture the reality that families are now facing.”

As primary caregivers, parents often carry deep knowledge about how to care for those with Down syndrome, which results in a significant information gap when siblings take over.

“Through this campaign, we are showcasing the emotions that families are dealing with to compel people to donate, so that CDSS can help address the issue,” LaChance says.

In a 2021 survey of sibling caregivers, 20% lived with their sibling with a disability, 41% anticipated living with them in the future and 89% said they had a supporting role in their siblings’ lives.

The “Care Instructions” campaign was launched to coincide with October’s Canadian Down Syndrome Week and was created by FCB Canada. The videos direct to the CDSS website for more information and to make a donation.

The videos are appearing online as well as on CDSS social channels and are being supported by digital display, OOH, email outreach and a direct mail component.

Initiative and IPG tech performance agency Kinesso handled media.