SEE THE PERSON by Leo Burnett Melbourne for Scope

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SEE THE PERSON

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason William
Art Director James Orr
Copywriter Elle Bullen
Released May 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SCOPE
Product/Service: DISABILITY AWARENESS
Agency: LEO BURNETT
Date of First Appearance: May 10 2010
Entrant Company: LEO BURNETT, Melbourne, AUSTRALIA
Executive Creative Director: Jason William (Leo Burnett)
Creative Group Head / Copywriter: Andrew Woodhead (Leo Burnett)
Art Director: James Orr (Leo Burnett)
Copywriter: Elle Bullen (Leo Burnett)
Account Manager: Sally Cunningham (Leo Burnett)
Agency Producer: Mandy Celm (Leo Burnett)
Media placement: Film Clip - TV Music Show - 10 May 2010
Media placement: Live Band Performance - Corner Hotel - 20 May 2010
Media placement: ITunes Download - ITunes - 10 May 2010
Media placement: CD Cover - CD Stores - 10 May 2010
Media placement: Band Posters - Various Locations - 10 May 2010

Describe the brief/objective of the direct campaign.
When people meet somebody with a disability, that’s often all they see. Scope wanted Australians to see the person and their abilities instead. As well as creating awareness of this message, our objective was to raise money to support Scope – an organization that assists individuals living with mental and physical disabilities. We wanted to find true advocates for our campaign. We didn't just want to tell people to look beyond disability, we wanted them to see it for themselves. It was also important to reach a younger demographic. To start changing perceptions early on, before they become too ingrained.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our search for the living proof of our message led us to Rudely Interrupted, a local Melbourne band in which five of the six members live with mental and/or physical illness. They would become a living breathing demonstration of Scope’s mantra – see the person, not the disability. The musicians became our message, we acted as their promoter - releasing a single, creating a film clip and began a campaign to share their amazing talent with the nation. Their music became the perfect medium to reach a younger demographic with our campaign.

Explain why the creative execution was relevant to the product or service.
When people watch the music video or see the band play live, they experience a perception change. They are forced to listen to the music before they can form 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 others to feel the same. To experience the same revelation they did. Instead of making people feel guilty like some charity ads, we surprise and inspire them. It's an idea that continues to grow, as more people see ability.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The message reached thousands of Australians through major music channels, over 60 different radio stations nationwide and sold-out live performances in all 5 states. The video has reached over 55,000 users online. Many of those who encountered the song were motivated to either, purchase the CD, download the single from iTunes or 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. The campaign was the most successful in Scope’s history – both in awareness and monetary terms raising a further 70% on the previous year’s total.