FCB Canada Tell 'The S Word' to F-Off

Fuck yeah! A baby is to be celebrated, as those featured in the above film, created by FCB Canada for the Canadian Down Syndrome Society, rightly say. 

Previous campaign, Down Syndrome Answers, focussed on what happens when parents find out that their unborn child has Down's syndrome, while this new campaign, called Anything But Sorry, builds upon that, looking at what can happen when a Down's child is born. 

When parents give birth to a child with Down syndrome, friends, family, and co-workers often say the wrong thing. While they may think being sympathetic is helpful, “sorry” is the last thing these new parents want to hear. 

Launched to coincide with Canadian Down Syndrome Week [November 1-7], at the centre of the awareness campaign is a video, called The 'S' Word [top]. The video features people with Down syndrome sharing alternate things to say to these new parents - using every inappropriate phrase they know except "sorry."

The point is that the most inappropriate thing to say to parents of a child born with Down syndrome is "sorry", and that the birth of every child should be celebrated. There’s also a very touching behind-the-scenes video called Why Sorry is a Bad Word [below]. The new awareness campaign features some of the same people who were featured in Down Syndrome Answers.