pleased to report the progress of its latest public awareness
campaign, My Great Story, which serves to honor and celebrate the
400,000 Americans with Down syndrome.
Charlotte resident Anne Lynn has participated in the campaign on
behalf of her sister, Kay. In recalling the preparations and
celebrations in honor of Kay's 40th birthday, just over a decade ago,
Lynn shares a story of love and family, despite potential differences.
"The night of her party defined what I've always felt: the love, the
goodness, and the inexpressible impact Kay has had on my life," Lynn
writes, "she continues to play a major part in the closeness of our
family." Having Kay as a sister has taught Lynn and her siblings "how
not to live with blame, self-pity or unfairness in life." Lynn's
inspirational story joins others like in the My Great Story online
storybook collection.
The My Great Story campaign, launched last September, has garnered
strong visibility in a profound timeframe. To date, over $3.5 million
has been donated in national and regional ad space and services. There
have been over 115 million impressions across the country, which
include placements in publications such as Allure, Fortune, Newsweek,
Time, USA Today and Vogue, among other noteworthy outlets. The My
Great Story campaign has attracted other types of media as well,
including placements in bars, checkout counters and hospital patient
and waiting rooms. The CNN Airport Network has joined the effort as
well, broadcasting the My Great Story PSA starring John C. McGinley in
airports across the country.
The My Great Story campaign seeks to ignite a new way of thinking
about people with Down syndrome by showcasing and collecting
inspirational stories told by people with Down syndrome as well as
their family members, friends, colleagues, employers and many others.
These stories will be displayed in a beautiful online storybook.
Americans across the country can visit www.ndss.org/stories to read
and share their stories. The online storybook contains several
different categories including school, work, hobbies, travel, friends
and many others. Two of the stories have been turned into print ads
titled 'The Traveler' and 'The Public Speaker.' They were shot by well-
known photographer Zachary Scott, and have been featured in media
outlets across the country.
Down syndrome occurs when an individual has three, rather than two,
copies of the 21st chromosome. One in every 733 babies is born with
Down syndrome. Life expectancy for people with Down syndrome has
increased dramatically in recent decades- from 25 in 1983 to 60 today.
People with Down syndrome attend school, work; participate in
decisions that affect them, and contribute to society in many ways.
About My Great Story (MGS)
MGS was created pro-bono by NY based Ad Agency, Pedone. After 14
months of market analysis the Pedone team developed a campaign in an
effort to shape the future for all people with Down syndrome. The
online story book was developed by CT based Interactive Agency York
and Chapel, who spent over 12 months developing the user friendly
technology, sophisticated design and esthetics, and incorporation of
the spectacular print ads shot by Zachary Scott. To learn more about
our amazing agencies visit: www.pedone.com or www.yorkandchapel.com.
About NDSS
The National Down Syndrome Society is a nonprofit organization
representing the more than 400,000 Americans with Down syndrome. The
mission of NDSS is to be the national advocate for the value,
acceptance and inclusion of people with Down syndrome. The National
Down Syndrome Society envisions a world in which all people with Down
syndrome have the opportunity enhance their quality of life, realize
their life aspirations, and become valued members of welcoming
community. NDSS has over 275 affiliates nationwide.
To learn more visit www.ndss.org.
