Asindown has presented “Simplicity Advisors”, a project that redefines the role of people with Down Syndrome within society and the business environment. On the occasion of World Down Syndrome Day, which is celebrated on March 21, the organization has launched a campaign, developed together with the creative agency Rosebud, to publicize a service that turns cognitive accessibility into a tangible value proposition for companies, institutions and organizations.
Complexity is part of life, but brands, products and systems add an unnecessary extra layer
The starting point is an everyday insight: complexity is part of life, but many times it is the brands, products and systems themselves that add an unnecessary additional layer. From instructions for use that are difficult to interpret, to unintuitive websites or excessively technical professional languages, the everyday environment is full of friction that makes understanding difficult. If this barrier already affects the entire population, it is intensified in the case of people with intellectual disabilities, for whom these situations can become obstacles that limit their access to services, culture or technology.
Based on this reality, Asindown proposes a change of approach. “Our users are perfect validators of what is understood and what is not. And our workers are experts in adapting things so that they are perfectly understandable”explains Manuel Campos, Director of Asindown. “What if we put that knowledge at the service of people, companies, institutions, manufacturers or designers?”. This is how “Simplicity Advisors” was born, a service that proposes analyzing products, interfaces or communications from the perspective of cognitive accessibility, detecting points of friction and offering clearer and more understandable solutions.
Far from being presented as a one-time action, the initiative is presented as a long-term proposal. From Rosebud they explain it in terms of positioning: “Beyond an easy version of things, simplicity is the place where we all understand each other.” In this sense, the project not only addresses inclusion, but also presents simplicity as a competitive advantage in a context where user experience and clarity in communication are increasingly determining factors.
The campaign articulates this approach through a launch spot, produced by Montaña, which introduces the service and its purpose,
In addition, a content strategy on social networks has been proposed in parallel with the creation of an Instagram account in which the organization shares real examples of testing and validation carried out by its users, transferring the operation of the service in a practical way.
The project is already in the activation phase with different companies. “This is a milestone and one of the most special projects in the more than 30 years of Asindown, because it is people with Down syndrome who occupy the role of experts and validators”says Samuel Romero, Head of Projects and Development of the organization. As he explains, they are already working with products from sectors such as tourism, health or energy, and the objective is to expand the network of collaborators.
The initiative is completed with outdoor pieces and a specific website that explains the project and facilitates contact with interested companies.
More info: Simplicity Advisors
