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    The Best Work You May Never See: Director Yael Staav, FCB Canada Deliver “Care Instructions” For Canadian Down Syndrome Society

    By SHOOTUpdated:No Comments2492 Views

    Medical advances have seen the life expectancy for Canadians with Down syndrome more than double over the past 40 years. The average life expectancy has risen to over age 60 today, up from 25 years of age in 1983.

    Many people with Down syndrome are now beginning to outlive their parents, and the responsibility for caregiving is increasingly being passed on to siblings. As their primary caregivers, parents often carry the knowledge about how to care for those with Down syndrome, creating a significant information gap when siblings take over. In a 2021 survey of sibling caregivers, 20% lived with their sibling with a disability, 41% anticipated living with them in the future, and 89% said they had a supporting role in their siblings’ lives.

    As part of Canadian Down Syndrome Week (Oct. 22–28), the Canadian Down Syndrome Society (CDSS) has launched an awareness and fundraising campaign called “Care Instructions.”

    Created by FCB Canada, the campaign consists of a series of videos in which aging parents offer heartfelt words of encouragement and advice to future sibling caregivers who might be unprepared for the magnitude of the task awaiting them. The videos direct to the CDSS website for more information and to make a donation. 

    “We wanted to capture the reality that families are now facing,” said Laura LaChance, Executive Director of the Canadian Down Syndrome Society. “The reality of a longer life means more siblings may need to fill the shoes of their parents as primary caregivers, and don’t feel properly equipped with the support and resources they need. Through this campaign we are showcasing the emotions that families are dealing with to compel people to donate, so that CDSS can help address the issue.”

    As they age, people with Down syndrome are at increased risk for chronic health conditions like Alzheimer’s disease. Sibling caregivers are in urgent need of the necessary resources and information to provide a well-informed system of care for their loved one as their needs evolve. 

    The videos, including this one titled “Care Instructions–Wendy,” were directed by Yael Staav via production company Animals. (Staav is an alum of SHOOT's 2005 New Directors Showcase.)

    The videos are appearing online as well as on CDSS social channels. They are being supported by digital display, OOH, email outreach, and a direct mail component.

    “No one appreciates more what lies ahead for sibling caregivers than their parents,” said Andrew MacPhee, executive creative director of FCB Toronto. ”To help our audience fully understand the weight of their responsibilities and drive donations, we needed to hear the raw and vulnerable truth directly from the source.”

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    Credits

    Client Canadian Down Syndrome Society Agency FCB Canada Nancy Crimi-Lamanna, chief creative officer; Andrew MacPhee, executive creative director; Caleb McMullen, Hussein Rumaithi, Logan Gabel, associate creative directors; Shelley Brown, chief strategy officer; Audrey Zink, sr. strategist; Sarah Michener, VP broadcast production; Alexandra Postans, sr. broadcast producer; Chad Macdonald, integrated producer. Production Company Animals Yael Staav, director; Alice Stephens, DP; Miriana DiQuinzio, exec producer; Gillian Marr, line producer. Postproduction 456 studios Elise Beauvais, exec producer post; Tyler Strahl, editor & motion graphics; Conor Fisher, colorist. Audio Production Oso Audio Kristine Lippett, producer; Daenen Bramberger, audio director/engineer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:AnimalsFCB CanadaYael Staav



    The Hudson Dusters Direct New Jersey Holiday Film For RWJBarnabas Health From Agency StrawberryFrog

    Monday, December 8, 2025

    This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.

    Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.

    “With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”

    In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More

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