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Brief
People with Down syndrome or Fragile X syndrome face high rates of sexual assault and lack resources to navigate consent. Create an idea that empowers them with knowledge, communication tools, and agency over their sexual choices.
21Grams
D&AD New Blood
2025
D&AD New Blood
Yellow Pencil
Creative Conscience
Shortlist
Problem
For many people with Down syndrome, expressing personal boundaries and understanding the boundaries of others’ can be challenging. This can lead to unwanted touches in both directions.
Insight
Friendship bracelets have become a fun and easy way for fans of Taylor Swift to connect across languages.
Idea
A bracelet to help people with Down Syndrome communicate and understand boundaries.
Process
We knew from the start that there was a real risk of creating something either too complex or too childish – especially when addressing a group we initially knew very little about. So we went deep into research: from chatting with an AI girlfriend (thanks for picking up the bill, Nikolaj) and buying sex education courses (again, thank you, Nikolaj), to interviewing a sex therapist specialized in working with people with Down syndrome and watching a wide range of documentaries. Eventually, we turned to a global pop star who unites generations – and more specifically, to her fans and their obsession with DIY bracelets:
Credits
Creative
Diana Fribo
Art Director
Markus Freksen
Copywriter
Martin Råe
Art Director
Nikolaj Kromann