A Bold Campaign That Redefined Perceptions
When Italian Down Syndrome organization CoorDown teamed up with Down Syndrome Australia, the National Down Syndrome Society (NDSS) in the US, and other global partners, they didn’t just create an ad—they sparked a movement.
Launched for World Down Syndrome Day (March 21), the campaign “Assume That I Can, So Maybe I Will” features Madison Tevlin, a young woman with Down Syndrome, boldly challenging society’s low expectations.
The ad flips the script on assumptions, asking: What if we stopped underestimating people with disabilities? What if, instead of doubting their abilities, we believed in their potential?
Tevlin delivers a powerful message:
“If all your assumptions become reality… Assume that I can learn Shakespeare, so—‘what fools these mortals be’—I learn fucking Shakespeare.”
Her unapologetic confidence and humor make the message unforgettable.
Why This Campaign Resonated Globally
1. It Challenges Stereotypes Head-On
Many people still hold outdated beliefs about what individuals with Down Syndrome can achieve. This campaign directly confronts those biases, proving that limitations are often imposed by society, not by ability.
2. Authentic Storytelling
Madison Tevlin isn’t just an actress—she’s a real person who has faced underestimation her whole life. In an interview with CNN, she shared:
“When I was born, the doctor told my parents I’d never talk, walk, dance, model, act, or live a normal life. I love proving people wrong.”
3. A Universal Message of Empowerment
The campaign doesn’t just speak to the Down Syndrome community—it speaks to anyone who has ever been underestimated. Its core message: Belief shapes reality.
Key Lessons for Creative Campaigns
If you’re looking to create an impactful, viral-worthy campaign, here’s what you can learn from this success:
✔ Start with a Strong Insight
The campaign was built on a simple but profound truth: Low expectations hold people back. Your campaign should dig deep into a real, often unspoken issue.
✔ Use Bold, Unexpected Messaging
Instead of a sentimental plea for acceptance, the campaign used humor, defiance, and attitude—making it far more shareable.
✔ Feature Authentic Voices
Madison Tevlin wasn’t just a spokesperson—she was the heart and soul of the campaign. Real stories resonate more than polished scripts.
✔ Make It Visually Striking & Shareable
The ad is short (just over a minute), fast-paced, and emotionally engaging—perfect for social media virality.
✔ Partner with the Right Organizations
CoorDown collaborated with global Down Syndrome groups, ensuring the campaign had reach and credibility.
The Impact: Changing Minds Worldwide
The video racked up over 170,000+ views on YouTube and sparked conversations everywhere.
- Justin Farrance (DE&I Global Ambassador at Allen & Overy) called it “the most powerful campaign I’ve seen.”
- One viewer joked: “This needs an Oscar. BEST AD EVER.”
- Another said: “I want to drink margaritas with her. Brilliant campaign.”
Kandi Pickard (NDSS CEO) told CBS News:
“This is driving conversations about the true capabilities of people with Down Syndrome. It’s breaking stereotypes.”
Final Takeaway for Creatives
If you want to create a game-changing campaign:
- Find a deep, emotional truth
- Challenge norms in a bold way
- Let real people tell their stories
- Make it visually & emotionally gripping
- Ensure it’s built for sharing
The “Assume That I Can” campaign proves that the best ads don’t just sell—they inspire, provoke, and change the world.
What assumptions will your next campaign challenge? 🚀