To celebrate World Down Syndrome Day (Sunday 21st March 2021) CoorDown launches its global awareness campaign 'The Hiring Chain'. Their message to employers all over the world is that hiring a person with Down syndrome not only changes the life of the person concerned, but can trigger a virtuous circle of new opportunities for everyone.

Award-winning artist Sting performs the original song 'The Hiring Chain', which is the focus of the campaign video. The punchy, joyful lyrics come to life on screen and bear witness to the 'virtuous' chain of inclusion in the workplace. In the first scene, a young woman named Simone is at work at the bakery, showing customers her skills. One of these customers is a lawyer who is impressed and decides in turn to hire a young man and give him a chance. From there, a chain reaction ensues: the young men and women featured in the video and song show that the more people with Down syndrome are seen at work, the more they are recognised as valuable employees. Challenging low expectations and prejudices, thus creating opportunities for new hires.