It's appropriate to say sorry for being late, farting or taking the last slice of pizza, but the Canadian Down Syndrome Society (CDSS) is reminding people that it's inappropriate to use the "S word" when a baby is born with Down syndrome.In recognition of World Down Syndrome Awareness Day (March 21), the latest chapter in CDSS’s 'Anything But Sorry' campaign is reminding people that every baby deserves to be celebrated. The multi-faceted campaign is highlighted by a new video called 'S-Warnings,' which features people with Down syndrome explaining when it’s okay to say "sorry," and when it's a bad word.The CDSS is also expanding the message beyond social video, finding digital content containing the word “sorry” and intercepting people in those environments to reinforce the same message.Using YouTube’s data-targeting capabilities, agency partner FCB Canada identified some of the top most-viewed videos on YouTube containing the word “sorry,” and inserted pre-roll ads warning viewers that the video they are about to see contains “inappropriate” language.The campaign also targets common sites where the word sorry appears—such as Dictionary.com, music lyrics websites and e-card sites—with customized display banners that warn readers that the content they are viewing contains the “S-word.”CDSS also partnered with Spotify to create a branded playlist of “inappropriate” songs, surprising listeners with a playlist filled with the most explicit word of all, “sorry”—which appears in chart toppers ranging from Justin Bieber’s “Sorry” to Demi Lovato’s “Sorry Not Sorry.”All of the campaign elements direct people to AnythingButSorry.com, where they can view the “S-Warnings” video, learn more about Down syndrome, and learn more about how to properly speak to parents of children diagnosed or born with Down syndrome.CreditsCampaign Title: Anything But Sorry: S-WarningsClient: Canadian Down Syndrome SocietyCanadian Down Syndrome Society CreditsChair, Board of Directors: Laura LaChanceVice-Chair, Board of Directors: Ed CasagrandeMember, Board of Directors: Ben TarrNational Executive Director: Kirk CrowtherCommunications Manager: Heather TurnbullResource Coordinator: Carlee ReardonCreative Agency: FCB CanadaCreativeChief Creative Officer: Nancy Crimi-Lamanna, Jeff HiltsGroup Creative Director: Andrew MacPheeSr. Copywriter: Marty HoefkesSr. Art Director: Michael MorelliArt Director: Alisa Sera GarciaCopywriter: Jon Frier, Morgan WrootAccount ManagementChief Executive Officer: Tyler TurnbullVP, Managing Director: Tracy Little, Ricky JacobsGroup Account Director: Ravi SinghAccount Supervisor: Olivia SelbieDirector of Integrated Production: Stef FabichBroadcast Producer: Lorrie ZwerChief Strategy Officer: Shelley BrownPlanning Director: Eryn LeMesurierStrategist: Shelagh HartfordProject ManagementProject Manager: Ashley WhitakerProject Manager: Elizabeth LaneTechnology & DevelopmentDirector of Technology: Madara RanawakeFront End Developer: Florian Adu-GyamfiJr. QA Analyst: Peter PanchineSr. Manager of Analytics: Andrew YangProduction CreditsDirector & DOP: Scott DruckerCamera: Chet TilokaniLine Producer: Bill HusseySound: Stewart McLeanHair and Make Up: Carla McKeeverEditing House: Rooster Post ProductionExecutive Producer: Yumi SuyamaEditor: Chris ParkinsAssistant Editor: Joey WhitelawTransfer Facility: The VanityColourist: Andrew ExworthOnline Facility: Fort YorkFlame Artist: Andrew RolfeAssistant Flame Artist: Kevin AsisProducer: Armen BunagMusic House: Grayson Matthews / Vapor RMWMediaCommunications Design Manager, Initiative: Kaitlin SylvesterPresident, Initiative: Helen GalanisVP of Investment, IPG Mediabrands: Bailey WilsonVP Client Business Partner, UM: Robert PerriMedia Partners: Corus Entertainment, Spotify Canada, Bell Media