Results and Effectiveness

The message reached thousands of Australians who encountered the song, and were motivated to buy tickets to live performances. Proceeds from ticket sales and sales of the track went directly to Scope to support other people living with disabilities.

Creative Execution

We found an amazing band that were already living proof of our message. We developed a campaign to share them, and Scope’s message, with the country. We did this by taking the approach of a music promoter. A single was launched to the public with a powerful music video and radio airplay. As the song grew in popularity, so did awareness. We then organised a National tour - a non-traditional and tangible series of events that enabled people to experience the message in its most powerful form – live. Every time they took the stage, the band proved how able they really are.

Insights, Strategy and the Idea

When people meet somebody with a disability, that’s often all they see. Scope wanted Australians to see the person and their abilities instead. A lot of charity communication preaches or makes people feel guilty by focusing on what people can’t do. We decided to take a more positive approach, and prove our message by showing how much people living with a disability are capable of.