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 Promo & PR
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason Williams
Art Director James Orr
Copywriter Elle Bullen
Released May 2010

Credits & Description

Category: Public Health & Safety, Pubic 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 Williams (Leo Burnett)
Copywriter/Creative Group Head: 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 objective of the promotion.
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 organisation that assists individuals living with mental and physical disabilities.

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 mental disability, to 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.

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 to people feel the same, to experience the same wow-worthy revelation they did. Instead of making people feel guilty like some charity ads can, we surprise and inspire them. As a result, the idea continues to grow, as more people see ability instead of disability.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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. Many of those who encountered the song were motivated to either purchase the CD, download the single off 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.