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DSA 'My Friend Josh' TV advert

Agency: Jelly

Client: Down’s Syndrome Association

The Down’s Syndrome Association (DSA) has launched a new 30 second animated advertisement to raise awareness of the learning disability among children and their parents.

The campaign is the result of a unique collaboration between the DSA, Jelly design company, Viacom Brand Solutions (VBS) and Walker Media.

The promotion will appear on the Nickelodeon channel during August and the beginning of September, and then again after the Christmas period.

After having been given the opportunity by VBS and Walker Media for free airtime on the Nickelodeon channel, the DSA approached Jelly to create an advert which promotes a simple and accessible message in an upbeat and child-friendly manner.

All those involved gave their time either gratis or at a significantly reduced price.

The execution closes with a drive to the DSA web site,

Communications Officer at the Down’s Syndrome Association, Jessica Ffield, says, "We are extremely grateful to Walker Media, Jelly, VBS and Nickelodeon for this fantastic opportunity.

“This is a perfect way to target an audience that we do not always reach by other means.  It is vitally important that we raise awareness of Down's syndrome among today's children, who will be the next generation of teachers, politicians, care workers and, most importantly, parents.

She added, “If we can build an atmosphere of equality and inclusion among the younger generation, then the foundations will be in place for this to continue as the norm through all walks of life."

Chairman of Walker Media and a DSA parent member, Phil Georgiadis, concluded, “It’s refreshing to be involved in a project without a particular call to action and I believe that as a result the campaign will be all the more noticeable.”

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