SEE THE PERSON

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TitleSEE THE PERSON
BrandSCOPE
Product / ServiceDISABILITY SERVICES
CategoryB04. Public Service, Charity & Fund Raising
EntrantLEO BURNETT Melbourne, AUSTRALIA
Entrant Company:LEO BURNETT Melbourne, AUSTRALIA
Sales Promotion/Advertising Agency:LEO BURNETT Melbourne, AUSTRALIA

Credits

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
Mandy Clems Leo Burnett Producer

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Instead of making people feel guilty and sad like some charity ads do, we surprise and inspire them. As a result 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 and more people see ability, instead of disability.

Explain why the method of promotion was most relevant to the product or service

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 about who’s making it. When they discover who’s behind the music, they realise how capable people living with a disability really are. Once their mind has been opened, they want other people feel the same. To experience the same wow-worthy revelation they did.