Title | SEE THE PERSON |
Brand | SCOPE |
Product / Service | SCOPE CHARITY |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | LEO BURNETT Melbourne, AUSTRALIA |
Entrant Company: | LEO BURNETT Melbourne, AUSTRALIA |
Advertising Agency: | LEO BURNETT Melbourne, AUSTRALIA |
Credits |
Name | Company | Position |
---|---|---|
Jason William | Leo Burnett | Executive Creative Director |
Elle Bullen | Leo Burnett | Copywriter |
Andrew Woodhead | Leo Burnett | Copywriter |
James Orr | Leo Burnett | Art Director |
Sally Cunningham | Leo Burnett | Account Manager |
Mandy Clems | Leo Burnett | TV Producer |
Tov Belling | Belling | Director |
David Leadbeter | Producer |
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.
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.
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.