Toronto, October 21, 2024 – The Canadian Down Syndrome Society (CDSS), in collaboration with Daughter Creative and Down syndrome organizations across Canada, is launching a new awareness initiative for Canadian Down Syndrome Week (October 20-26, 2024). Titled “The Friendship,” the campaign sheds light on the often-overlooked issue of loneliness and social isolation faced by many adults with Down syndrome and aims to foster greater understanding and connection.
Social support plays a crucial role in the quality of life for individuals with intellectual disabilities, yet many adults with Down syndrome struggle to build social connections outside of their families. Misconceptions about the abilities and maturity of people with Down syndrome often lead to social barriers, which can foster awkwardness and avoidance and often end in exclusion.
“The Friendship” campaign aims to disrupt these misconceptions by highlighting how easily relationships can form when people are simply given the opportunity to connect.
On September 26th, 2024, 13 adults with Down syndrome embarked on a three-hour sailing trip aboard the tall ship Kajama in Toronto Harbour. They were joined by 20 individuals without Down syndrome for a unique social experience designed to foster connections and break down the stigma surrounding friendships between people with Down syndrome and their peers without Down syndrome.
The concept behind “The Friendship” is simple yet powerful: by bringing together individuals who may not typically interact, the campaign highlights both the initial awkwardness of meeting new people and the natural progression toward forming connections. Throughout the sailing trip, participants shared stories, laughter, and experiences, proving that meaningful friendships can flourish despite differences.
“At the heart of this campaign is the belief that true friendship transcends differences,” said Laura LaChance, Executive Director of CDSS. “We hope that by encouraging more people to step outside their comfort zones and engage with others who are different from themselves, we can start to change how society views friendships with people with Down syndrome.”
“When we started working with the team at CDSS, we knew that the last thing we wanted to do was just make an ad,” adds Paul Little, Executive Creative Director of Daughter Creative. “We wanted an idea that would make a difference—that would show moments of real connection, and we’re passionate about making this campaign a lasting movement so Down syndrome associations worldwide can join us in spreading this message.”
CDSS encourages individuals and organizations to visit the campaign website at TheFriendship.ca to learn how they can help break down social barriers and foster inclusion in their communities.
