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pUp syndrome

Award: Graphite Pencil

Graphite Pencil / Media / Use of PR / 2017

In 2015 “Feed The Good” marked Pedigree’s first global campaign in years. To amplify it locally in Russia we had to start a fresh engaging conversation with the audience by inspiring them with a real life example of how dogs make the world better.
“pUp syndrome” campaign was aimed at destroying a massive social stereotype – Russians believe that people with Down syndrome can’t work. Statistics is shocking: Employers in Russia simply don’t hire people with Down syndrome. ONLY 4 are officially employed in a country of 146 000 000 people.

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