Dozens of companies from the marketing, media, and communication industry have engaged pro bono in the #ZespolKolorowychSkarpetek campaign coordinated by the Resolution agency, organized on March 21 for World Down Syndrome Day.

There are approximately 60,000 people with Down syndrome living in Poland. Although perceptions of them have been debated for years, the social attitude toward them remains a problem that negatively affects their lives. To change this, the third edition of the #ZespolKolorowychSkarpetek campaign is launching now. It is an initiative that began with the dream of Monika, who has trisomy 21, and who wished to become an internet star. To fulfill this dream, her sister, Kaja Bielawska, brought together the efforts of dozens of people connected to the marketing industry. However, anyone can join the campaign by wearing two mismatched colorful socks on March 21, taking a photo, and posting it on social media with the hashtag #ZespolKolorowychSkarpetek.

Marketing for a Good Cause

Marketing for a Good Cause

The promotional activities for the Colorful Sock Team initiative are being conducted online, including in news, lifestyle, and parenting websites, on social media such as Facebook, Instagram, and YouTube, as well as using PR tools and influencer marketing.

As part of the campaign, a promotional video was created, with the concept and script developed by the Artegence agency. Its main slogan states that 'only the chromosome is mismatched.' The spot shows pairs consisting of able-bodied individuals and those with Down syndrome. Its goal is to present the latter as working, playing sports, conquering mountain peaks, and even dancing under the stars. As active, full members of our society who also need the kind presence of others.

The campaign is run pro bono by the Resolution agency and supported by companies from the marketing and communication industry: Artegence, Flash Investment Group, Newspoint, Solski Communications, Tribal Media, and Studio Tęcza. Leading media publishers are also helping to publicize the initiative: AdPrime, Adrino, Audience Network, BrandLift, Converters, DoubleEspresso, Facebook, Gazeta.pl, Iberion, JustTag, LagoMedia, Madokado, RoyalAd, SampleData, SpicyMobile, Tarsago, VeoWe, VidWe, Welovemedia, WP, and YOC. The campaign sponsor is the Many Mornings brand.

'I warmly thank everyone involved in the campaign. It is proof that the world of marketing, media, and communication eagerly engages in social causes. The initiative, which started from one girl's dream, worked like a snowball. Over three years, it has brought many fantastic people into my life—people open to difference, wanting to help. Today, the Colorful Sock Team has over 50 people, and each has contributed a brick to this amazing initiative. And since 'sky is the limit,' I am sure we haven't said our last word! – says Kaja Bielawska, campaign organizer.

Colorful Sock Team Against Stereotypes

Fighting Stereotypes

Marketing Industry Supports People with Down Syndrome

People with Down syndrome still struggle with the effects of ignorance and stereotypes prevalent in Polish society. The vast majority (79%) of participants in a nationwide opinion survey encountered the offensive use of the term 'You Downie.' Nearly 19% of Poles believe that people with trisomy 21 can be aggressive, and 11% that they have no sense of humor. Almost one in ten of us (9%) thinks that Down syndrome occurs more often in poor families. A similar picture emerges from the analysis of online content about Down syndrome, among which the overwhelming majority is negative (96%) or neutral (28%), with only 3% positive.

The second important social problem, alongside negative attitudes, is the lack of knowledge about Down syndrome. Nearly 9% of Poles believe that this genetic condition can be contracted. Other harmful stereotypes also exist in society. Still, 15% of us think that people with Down syndrome cannot work, 12% that they cannot attend school, 12% that they cannot play sports, and 10% that they cannot use the internet.

'Ignorance is the source of lack of understanding and sometimes even fear, which causes negative reactions. Completely unnecessarily. People with Down syndrome are very similar to each of us. They go to school or work every morning just like us. They have their passions and dreams just like us. They need positive relationships with others just like us. When you meet someone with Down syndrome, a smile is enough—a simple gesture of warmth that we show to others every day' – says Ewa Suchcicka, president of the Association of Families and Carers of People with Down Syndrome 'Bardziej Kochani'.

A Colorful Start to Spring

Mismatched Socks

Why have loud, mismatched socks become the way to show solidarity? Down syndrome is a genetic condition where the 21st chromosome consists of three 'arms' instead of two. One of them is therefore 'mismatched.' It also happens that people with Down syndrome have problems recognizing shapes or colorful patterns, so you might sometimes see them wearing two different socks.

The date of the campaign is also no coincidence. World Down Syndrome Day, under UN patronage, is observed on March 21 because the numbers 3 and 21 symbolize the third, 'extra' arm in the twenty-first chromosome, whose presence is the main cause of this genetic condition.

'Join the Colorful Sock Team! Together, let's remind the world that people with Down syndrome have the same needs as able-bodied people. They need respect, tolerance, and acceptance. Let this positive message resonate loudly enough to stay in our awareness all year round!' – encourages Kaja Bielawska.

The #ZespolKolorowychSkarpetek campaign is organized pro bono for the Association of Families and Carers of People with Down Syndrome 'Bardziej Kochani'. More information can be found at www.zespolkolorowychskarpetek.pl.

Summary

The third edition of the #ZespolKolorowychSkarpetek campaign, coordinated pro bono by the Resolution agency, involves dozens of companies from the marketing, media, and communication industry. The initiative was born from the dream of Monika, who has trisomy 21, to become an internet star, and her sister Kaja Bielawska united the industry's efforts to change social perceptions of people with Down syndrome. Studies show that 79% of Poles have encountered the offensive word 'Downie,' and 96% of online content about Down syndrome is negative or neutral. The campaign encourages wearing mismatched colorful socks on March 21—a symbol of the third arm in the 21st chromosome.