The UPside of Down™ Syndrome Awareness Campaign and associated resources and products were developed by Dr. Julia Kinder for her daughter. When Ella was born she was diagnosed with that one extra chromosome. The experience that Dr. Kinder and her husband endured after the birth of their daughter was frightening and disheartening. Due to this, Dr. Kinder made it her first mission to change people's mindsets, both inside and outside of the medical profession, regarding children with Down syndrome.

As a Down syndrome expert, Dr. Kinder has spoken at numerous conferences and events regarding Down syndrome. Specifically she is renown as an expert on how to educate and care for a child with Down syndrome.

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