Knowledge Is Protection

People with Down syndrome are often seen as ‘innocent’ or ‘childlike,’ leaving them out of crucial conversations about their own bodies, consent, and relationships. This campaign challenges this exclusion through a multi-layered approach. At its core, is an AI-powered chatbot that adapts to users' age and cognitive ability, providing accessible, age-appropriate, and culturally appropriate guidance. The campaign goes into print and digital media, using hidden messaging to reveal positive truths behind negative perceptions—flipping the narrative on how society sees them. Because changing the way we see words, we change the way we see people. By using innovative technology and storytelling, we empower people with Down syndrome with the knowledge they deserve.