STATE OF PLAY

The Down syndrome community has long faced systemic exclusion from clinical trials, even in areas like Alzheimer’s research, where they are disproportionately affected - 80% of people with Down syndrome develop Alzheimer’s by their 50s. The DeOndra Dixon INCLUDE Project Act was introduced to address these disparities by driving targeted research for this population and ensuring broader inclusion in clinical trials. Despite an increasingly unfavorable political climate and tight legislative calendar, the GLOBAL Down Syndrome Foundation hosted a critical Hill Briefing to draw maximum attention and build momentum for Senate passage. Narrative leveraged the presence of Jamie Foxx on Capitol Hill to tell the deeply personal story behind the DeOndra Dixon INCLUDE Project Act, named in memory of his sister. 

OBJECTIVES

Personalize the Legislation: Showcase the bill's human impact through Jamie Foxx’s testimony about his sister DeOndra’s vibrant life and her legacy as an advocate for the Down syndrome community.​

Connect Emotion to Science: Utilize Michelle Sie Whitten’s voice as GLOBAL’s President and CEO to bridge the emotional resonance of Jamie’s story with the scientific importance of the legislation, emphasizing the transformative potential of the $250 million cap to fund groundbreaking research.​

Generate Momentum: Draw attention from policymakers, advocates, and the media to build bipartisan support for the legislation, highlighting how it could improve health outcomes for people with Down syndrome and offer critical insights for the broader population.

ACTION

Influencer Support - Narrative strategically leveraged Jamie Foxx’s high-profile engagement to catalyze bipartisan dialogue, galvanize public interest, and drive the campaign’s message into the broader national discourse. 

Media Relations - Narrative secured earned media coverage in national and local publications to educate the public and secure support for this legislation. Coverage in prominent outlets established credibility, while local media outreach ensured grassroots engagement, fostering a groundswell of public advocacy that reinforced the campaign’s goals and messaging. 

Op-Ed Placement - Narrative strategically placed an op-ed in a targeted trade health policy outlet the week following the Briefing to keep the momentum and pressure on policymakers. Timed for release during the critical week after the event, the op-ed reinforced the briefing’s key messages and provided a platform to advocate for the legislation’s urgency and transformative potential. The piece was tailored to resonate with a targeted audience, reaching Congressional staff, researchers, academia, industry experts, etc. 

IMPACT

By successfully drawing attention to the potential of Down Syndrome research, Narrative engaged diverse audiences across geographical and political spectrums to highlight the importance of the DeOndra Dixon INCLUDE Project Act. The Hill Briefing event, and later the op-ed placement, further expanded the event’s reach, fostered deeper engagement among influential stakeholders, and ensured that the campaign’s priorities remained at the forefront of policy discussions.