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 |
Sales Promotion/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 |
Mandy Clems | Leo Burnett | Producer |
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.
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.
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.