In 2019, Marta Sodano, an Italian woman with Down syndrome, shared these words during a speech at the UN. "I discovered that in psychology there is a concept called “self-fulfilling prophecy”, whereby a teacher who thinks that a student cannot understand would just act accordingly and therefore they would not teach the student. And there you go: the prophecy self-fulfills." With these words, Marta described the hurdles she faced in her school experience. The self-fulfilling prophecy is a sociological and psychological concept, first described in 1948 by the US sociologist Robert K. Merton, illustrating how people’s assumptions and expectations affect events to such an extent that the initial prophecy comes true. Inspired by Marta’s words, we launched a campaign aimed at smashing assumptions from every angle. In our launch film, a young woman with Down syndrome challenges the low expectations others have of her and proposes a shift in perspective. Initially, those around believe that she cannot achieve important goals. Then, halfway through the film, there’s a twist, and the protagonist forces the viewer – and society at large – to think outside the box. To break the stereotypes even further, we shared examples of prejudices that people with Down syndrome have shattered via our social media channels. We then invited the community to join us by using our official hashtag #AssumeThatICan