Problem
For many people with Down syndrome, expressing personal boundaries and understanding the boundaries of others’ can be challenging. This can lead to unwanted touches in both directions.
Insight
Friendship bracelets have become a fun and easy way for fans of Taylor Swift to connect across languages.
Idea
A bracelet to help people with Down Syndrome communicate and understand boundaries.
Recognitions
D&AD New Blood
Post-its
329
Process
We knew from the start that there was a real risk of creating something either too complex or too childish – especially when addressing a group we initially knew very little about.
So we went deep into research: from chatting with an AI girlfriend (thanks for picking up the bill, Nikolaj) and buying sex education courses (again, thank you, Nikolaj), to interviewing a sex therapist specialized in working with people with Down syndrome and watching a wide range of documentaries.
Eventually, we turned to a global pop star who unites generations – and more specifically, to her fans and their obsession with DIY bracelets:
Credits
Diana Fribo
Creative
Markus Freksen
Art Director
Martin Råe
Copywriter
Nikolaj Kromann
Art Director