Down Syndrome Answers
Details
Advertiser
- Canadian Down Syndrome Society, a non-profit organization promoting awareness, advocacy and support for people with Down syndrome in Canada.
Objective / insight
- When prospective parents learn their unborn child has Down syndrome, they only have about 10 days to decide whether to proceed with the pregnancy
- With lots of questions, they inevitably turn to Google or Wikipedia where, information is often clinical and frightening
- Canadian Down Syndrome Society want people to hear the answers from those who live with Down Syndrome themselves
Implemented strategy
- Using data analytics, the 40 most-searched questions on Google are selected and answered by people with Down syndrome in a video clip
- Anyone searching on Google the most commonly asked questions about Down Syndrome will see their questions answered among the search results
- The campaign also includes a microsite where people can check out the full video series
Technology implemented
- Monitor search trends to identify common keywords that parents in Canada ask after getting a Down syndrome diagnosis
- Through Google AdWords, these videos will be among the first results when people search for answers about Down syndrome
Result
- 455M impressions
- 240K questions answered
- 893% increase in referral traffic to the Canadian Down Syndrome Society website
