Title | SEE THE PERSON |
Brand | SCOPE |
Product / Service | DISABILITY SERVICES |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | LEO BURNETT Melbourne, AUSTRALIA |
Entrant Company: | LEO BURNETT Melbourne, AUSTRALIA |
DM/Advertising Agency: | LEO BURNETT Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jason Williams | Leo Burnett | Executive Creative Director |
Andrew Woodhead | Leo Burnett | Creative Group Head |
Elle Bullen | Leo Burnett | Copywriter |
James Orr | Leo Burnett | Art Director |
Sally Cunningham | Leo Burnett | Account Manager |
SCOPE is a not-for profit organisation whose mantra is ‘See the person, not the disability’. They believe that individuals living with disability posses the same talents, passions and abilities as everyone else. And they want the world see this too.
We chose local Melbourne band Rudely Interrupted, in which five of the six members live with physical and intellectual disability, to become a living, breathing demonstration of this mantra. The musicians became our message, we acted as their promoter and began a campaign to share their amazing talent with the nation. We released a single, created a music video and launched a National tour. Every time they took the stage, Rudely Interrupted proved how capable people living with a disability really are.
Perceptions of disability are often hard to change. Scope knows from experience that the most powerful way to alter current perceptions is to show living-proof as a demonstration. Such a demonstration will always have an impact because it is real. We wanted to find a group of individuals with talents that would resonant with the widest demographic, talents that we could easily share with an entire nation.
When people watch this music video, they experience a perception change. They are forced to listen to the music before they can make any judgments. When they discover who’s behind the music, they realise how capable people living with a disability really are. Instead of making people feel guilty and sad like some charity ads do, we surprise and inspire them. The idea continues to grow each time the film clip airs, the single is played, the youtube video is watched and the band take to the stage - more people see ability, instead of disability.