The popular singer lends his voice for a very worthy campaign.
In the media we see more and more stories about people with Down syndrome excelling in the professional world. The one thing they need? The chance to show how diverse and capable they are.
In the drive to share this message, Italian nonprofit CoorDown came up with a very catchy tune to encourage inclusivity in the workforce.
Starting with a young baker, Simone, the song talks of the domino effect of hiring those with intellectual disabilities. In essence, when one person takes the leap, it encourages others to do so.
The uplifting tune came about after a discussion between the communication lead for CoorDown, Martina Fuga, with Small, the New York agency leading the campaign. “She told us that by hiring someone with Down syndrome, employers can actually start a virtuous chain: the more that people with Down syndrome are seen in a work environment, the more they’ll be recognized as valuable employees, and the more they’ll be hired,” shared Luca Pannese, co-founder and executive creative director of Small.
Although the idea first cropped up a few years ago, it only came to fruition just before the pandemic. With the help of Stabbiolo Music, the song was written, with a nod to old nursery rhymes, and the agency thought about who they’d like to lend their vocals to this meaningful campaign.
They turned to their teen musical hero, Sting, who actually lives close by to Luca Lorenzini, who is joint co-founder and executive creative director at Small. The former lead singer of The Police enthusiastically joined the project.
“We couldn’t believe it. Maybe it was just meant to be. We sent his team the lyrics and the backing track and one week later, we received the recording of his vocals—perfect in every respect. I must confess that when I first heard his voice, I cried. My first concert ever was a Sting concert in Rome in 1993. And having him singing a song we composed, and for one of the clients who’s closest to our heart, was beyond the imaginable,” shared Lorenzini as reported by Muse by Clio.
The song, called “The Hiring Chain,” was finally released this year in time for World Down Syndrome Day and was enthusiastically shared by the artist on Twitter.
Whether you’re a fan of Sting or not, you’ll most certainly be a fan of the message this uplifting song shares.