SEE THE PERSON by Leo Burnett Melbourne for Scope

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Industry Public awareness, Racial/Ethnic/Handicapped/Minority Awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market Australia
Agency Leo Burnett Melbourne
Creative Group Head Andrew Woodhead
Executive Creative Director Jason Williams
Art Director James Orr
Copywriter Elle Bullen
Released August 2010

Awards

Spikes Asia 2011
Direct Product & Service Gold
Promo & Activation Product & Service Gold

Credits & Description

Type of entry: Product/Service
Category: Public Service, Charity & Fund Raising
Advertiser: SCOPE
Product/Service: DISABILITY SERVICES
Agency: LEO BURNETT Melbourne, AUSTRALIA
Executive Creative Director: Jason Williams (Leo Burnett)
Creative Group Head: Andrew Woodhead (Leo Burnett)
Copywriter: Elle Bullen (Leo Burnett)
Art Director: James Orr (Leo Burnett)
Account Manager: Sally Cunningham (Leo Burnett)
Describe the brief from the client:
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.
Creative Execution:
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 creative solution to the brief/objective.
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.
Describe the results in as much detail as possible.
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.

The Outdoor Advert titled SEE THE PERSON was done by Leo Burnett Melbourne advertising agency for Scope in Australia. It was released in Aug 2010.