HERALBONY Co., Ltd. (headquartered in Morioka City, Iwate Prefecture; Co-CEOs Takaya Matsuda and Fumito Matsuda; hereinafter referred to as “HERALBONY”) has collaborated with Japan Down Syndrome Association (hereinafter referred to as “JDS”) to release a joint opinion advertisement on March 21 (Thursday), in line with World Down Syndrome Day.
Recent breakthroughs in research, which suggest the possibility of eliminating the extra chromosome responsible for Down syndrome, have sparked considerable debate and reaction in Japan. This research may expand the possibilities of future medical treatments. However, among the public reactions, some expressed views such as, “Fewer unfortunate people—how great.” or “Reducing unhappiness is a good thing.” While these comments may not necessarily come from a place of malice, we believe that such unconscious biases can contribute to the difficulties individuals face and widen the gap between them and society.
HERALBONY and JDS recognize that disabilities are not problems of individuals but rather barriers that exist within society itself. However, the reaction to this news—suggesting that “unfortunate people should be reduced”—treats disabilities as personal issues and reinforces the perception that individuals with disabilities are unhappy. We are concerned that such perspectives could further spread this misunderstanding in society. That is why we decided to jointly publish an opinion advertisement—to encourage awareness of unconscious biases toward people with disabilities and provide an opportunity for society to reflect on them.
HERALBONY and JDS aim to create a society where everyone, regardless of whether or not they live with disabilities, can live happily and in their own way.
Entire Copy Text
One day, prejudice will be eliminated too.
Groundbreaking news emerged about research capable of eliminating the chromosome linked to Down syndrome.
People responded with comments like,
“Fewer unfortunate people—how great,” or “Reducing unhappiness is a good thing.”
But let’s pause for a moment and reflect:
Is living with Down syndrome truly something to pity?
In fact, a recent survey found that over 80%of people with Down syndrome say
they experience happiness every day.
Yet, deeply ingrained assumptions we rarely question can lead to pain, isolation, and misunderstanding.
The true challenge lies not in eliminating chromosomes but in transforming our perspectives.
Let’s create a society where people—with or without disabilities—
can genuinely appreciate and respect one another and lead lives of authentic happiness.
March 21 is World Down Syndrome Day.
The thoughts behind the copywriting
March 21st has been designated as “World Down Syndrome Day” since 2012, symbolizing the triplication (trisomy) of the 21st chromosome, which causes Down syndrome.
Recently, advancements in research have suggested the potential to eliminate the chromosome responsible for Down syndrome. In this context, researchers have announced a groundbreaking method to eliminate the excess 21st chromosome from the cells of people with Down syndrome.
In response to this, comments such as ‘Fewer unfortunate people—how great’ and ‘Reducing unhappiness is a good thing’ were observed.
However, is living with Down syndrome truly something to pity?
While the research itself holds significance as a medical advancement, the way its findings are presented can sometimes encourage viewing disability through a medical model [1] rather than a social model, raising concerns about the potential reinforcement of eugenic ideologies. It was this concern that prompted the creation of this advertisement.
According to a survey [2] by Japan’s Ministry of Health, Labour and Welfare, 80% of people with Down syndrome reported feeling happy every day.
We believe that judging someone as “unfortunate” simply because they are living with disabilities is an unconscious bias.
The only way to eliminate these biases is not through technology but through the human heart.
Through this advertisement, we aim to foster understanding of Down syndrome and promote inclusion for a society where every individual is valued for who they are, regardless of whether or not they live with disabilities.
[1] The medical model of disability views disability as an issue inherent to the individual, diagnosed medically, and seeks to address it through treatment to facilitate the individual’s adaptation to society. In contrast, the social model places responsibility for the barriers faced by individuals with disabilities not on the person but on society, emphasizing the need for improvements in environments and systems. The United Nations’ Convention on the Rights of Persons with Disabilities, adopted in 2006, reflects the principles of the social model.
[2] Konishi, I. (2015). Research on the implementation and support system of genetic counseling in prenatal diagnosis. Ministry of Health, Labour and Welfare Scientific Research Grant, Disease and Disability Countermeasure Research Division, Next-Generation Development Research on Overcoming Developmental Disorders. Final Research Report for FY 2015. Retrieved from Ministry of Health, Labour and Welfare Scientific Research Database. https://mhlw-grants.niph.go.jp/project/25251
Publication Information
Publication Date: Thursday, March 21, 2025
Media: Tokyo Shimbun Morning Edition, Chunichi Shimbun (Mie Prefecture Edition) Morning Edition
Comments
From Hiroshi Tamai / Representative Director of Japan Down Syndrome Association
The news about the elimination of extra chromosomes, which cause Down syndrome, has been received in various ways. Throughout history, humanity has benefited greatly from advances in medicine. However, these benefits can only be fully realized when society is prepared to understand and accept them.
Today, rapid progress in natural sciences is outpacing discussions on bioethics and society’s ability to understand and empathize. Medical advancements based on natural sciences can only move forward with the support of social sciences.
To create a society where everyone can live as their authentic selves, we must continue to share our perspectives and contribute to this ongoing conversation.
From Takaya Matsuda and Fumito Matsuda / HERALBONY Co-CEOs
We understand this statement may provoke extreme opinions. However, our greatest concern is not the controversy itself, but the risk of the issue fading away without meaningful discussion.
Moving forward, discussions within the medical community will continue to drive rapid advancements in treatments and policies related to Down syndrome and disabilities. These developments should neither be denied nor halted.
Importantly, the equation of disability with misfortune is not an inherent truth but a reflection of societal barriers and attitudes. Ultimately, eliminating prejudice is not a technological challenge—it is a human imperative that rests in our hearts and minds.
Staff List
Project Supervisor: Tomoyuki Kuwayama (HERALBONY)
Project Planning: Fumi Kikunaga (HERALBONY)
Creative Director / Copywriter: Kinami Hasegawa (Dentsu)
Art Director: Sakura Yamaguchi (Dentsu)
Communication Creators: Yuhi Suzuki, Rise Miyamoto (Dentsu)
Executive Creative Director: Noritaka Kobuse (Dentsu)
Producers: Seiichi Masuhara, Yukiko Matsue (Dentsu)
Creative Producer: Aki Daisho (Dentsu Creative Force)
PR: Naho Ando, Ekumi Sasaki (HERALBONY)
Legal Affairs: Youjin Hyun, Yumi Saito (HERALBONY)
What is World Down Syndrome Day?
World Down Syndrome Day is on 21 March every year. It is a global awareness day which has been officially observed by the United Nations since 2012. The goal is to help people understand and support those with Down syndrome better.
【About HERALBONY】
HERALBONY is a creative company working with artists with disabilities. We propose a new brand experience with art and narratives, bringing in inclusiveness to business. By presenting their unique expression through art and unique storytelling, we aim to change people’s negative perspective on disability and create a society where everyone’s ‘difference’ is celebrated. In addition to managing the art brand “HERALBONY,” we collaborate with companies on creative projects, offering planning and production services, and providing employee training programs. We also organize the international art award, the “HERALBONY Art Prize.” Through these initiatives, we are expanding into diverse business ventures centered around art. In September 2024, we established our first overseas subsidiary, “HERALBONY EUROPE,” in Paris, France.
Online Store: https://store.heralbony.jp/
【About Japan Down Syndrome Association】
Japan Down Syndrome Association (JDS) is a public interest incorporated foundation composed of members including people with Down syndrome, their families, and supporters. As a public interest foundation, JDS carries out various activities to create a society where people with disabilities and their families can live comfortably. These activities include awareness campaigns, advocacy for rights, consultation services, and policy recommendations, all aimed at providing comprehensive support to individuals with Down syndrome and their families. Additionally, JDS supports academic conferences and research groups to promote various research activities that benefit people with Down syndrome living in society. The organization has approximately 5,200 members nationwide.
Organization Name: Japan Down Syndrome Association (Abbreviated as JDS)
Location: 5th Floor, Fukushi Zaidan Building, 3-43-11 Minami-Otsuka, Toshima-ku, Tokyo
Representative Director: Hiroshi Tamai
Website: https://jdss.or.jp/