Here's the One Word You Should Never Say to Parents Who Have Kids With Down Syndrome

FCB's follow-up to last year's award-winning campaign

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Warning: There’s a bad word in FCB Canada’s new campaign for the nonprofit Canadian Down Syndrome Society.

It’s not shit or fuck, though you’ll hear young people with Down syndrome say both of those words, repeatedly and with great gusto, in the 90-second video below. Even so, despite the riotous and good-natured profanity, the only truly bad word in the spot is sorry.

That’s because it’s something you should never say to parents who’ve just welcomed a baby with Down syndrome into the world.

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