Jeanette Edwards’ Post

In recent days some social media platforms have been full of negativity, culminating in fear and anxiety. I thought I’d share this touching interaction, there is still some goodness in the world. ❤️

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Why did our “Assume That I Can” campaign go viral? Firstly, I believe many people resonated with the message and, by sharing the campaign, wanted to help shatter prejudices and change perceptions of people with Down syndrome. However, I also think there are a few less evident — and sometimes executional— reasons. Here’s my take: - We adhered to the crucial rule: "Hook the audience from the very first seconds." Our film begins with the actress Madison Tevlin staring powerfully into the camera and saying something unexpected from a person with Down syndrome: "Hey bartender!" This grabs attention immediately, making people curious about what happens next. - The film maintains a fast pace through a dynamic combination of acting, direction, editing, and music. This keeps viewers engaged and prevents boredom, ensuring they watch until the end. - Madison discusses topics like alcohol and sex. And she swears! This isn’t done for shock value but to reinforce the campaign's message and break more taboos (even within the community). But again, it’s something unexpected from a person with Down syndrome, which makes it more impactful. - The insight is relatable to many people, even those outside the Down syndrome community, prompting them to share it. - Since it's a campaign for a charity, people are more inclined to share it as there’s no for-profit brand behind it. - Lastly, we created a vertical version for TikTok and Instagram. While this may be challenging for those who love horizontal formats, vertical content is arguably more effective on these platforms. #AssumeThatICan #SmallTheAgency SMALL