In an effort to raise acceptance of the Down syndrome community, Toronto-based agency Juniper Park has teamed up with non-profit organization Circle 21 to produce Extra Ordinary, a short documentary chronicling the daily life of two individuals with Down syndrome.
Terry Drummond, co-founder and executive creative director at Juniper Park, said the project came about as a result of a personal connection he has with one of Circle 21’s co-founders. Juniper Park had been doing some design work for the non-profit when the idea for Extra Ordinary was born.
“We wanted to get the word out that Circle 21 is a go-to resource,” said Drummond. “We also wanted to do something different than a PSA to educate people about Down syndrome.”
The film – which runs approximately five minutes – follows a man and woman with Down syndrome throughout a typical day in their life, and offers a frank and emotional look at their trials and accomplishments.
The work was done pro bono, Drummond said, and there is no marketing spend allotted for it. Instead, the agency is relying on word of mouth and social media to spread awareness. Juniper Park sent out Tweets to numerous celebrities promoting the film, resulting in a retweet from Tom Cruise asking his followers to share his support for the film.
Extra Ordinary is available for viewing on Circle 21’s YouTube channel, and was released on March 21, World Down syndrome Day.
Circle 21 was incorporated in 2012 as a non-profit organization, and was founded by two mothers, each with a child born with Down syndrome.
