21 and Change Logo

21 & Change

Client: 21 & Change
Industry: Advocacy/Community/Non-Profit


As a newly established non-profit organization, 21 & Change wanted to create a disruptor model to challenge the current state of inclusion and human rights for children and adults with Down syndrome and other developmental disabilities. The organization needed a name, brand, and position to develop a marketing platform for its mission.


HCP Associates conducted secondary research and studied similar organizations on a regional and state level to rationalize a disruptor brand position. The founders didn’t want people to simply understand the issues but realize there is a need to fight for change on many different levels.

HCP branded 21 & Change, and the positioning statement was launched as “Ending the Down syndrome ‘syndrome’”. HCP designed and launched a website, social media channels, public relations, print and digital collateral, and various other marketing-related tactics. This disruptor brand model created programs championing advocacy, support, and niche services currently not offered in the Tampa Bay area.

21 & Change was founded on the premise that all human lives have value and that all should have the opportunity to discover their full potential. The organization takes an active role in promoting inclusion in the community, public school system, workplace, and the pursuit of the full measure of civil rights for individuals with developmental disabilities.

In addition, HCP promoted the concept of seeing individuals as “differently-abled” as opposed to “disabled.” All efforts through the branding were directed towards this goal. HCP wrote and distributed several press releases to inform the public about this new organization. In addition, HCP also led in planning the fundraising event “Champions for Change” to continue to raise awareness throughout the community. The design of business cards, t-shirts, and a trifold brochure were key aspects of this campaign effort. Over the years, HCP Associates has worked with several non-profit organizations. We are dedicated to making a difference in the community and executing strategic campaigns that will raise awareness and strategically engage the public.