‘See the person’ mantra wins Cannes Lion Grand Prix for Good Award
On the last night of the Cannes Lions 58th International Festival of Creativity, Scope’s ‘See the person’ campaign from Leo Burnett Melbourne was awarded the Grand Prix for Good Award.
The campaign was created to raise awareness of Scope’s message - ‘See the person, not the disability’ and featured the local Melbourne band Rudely Interrupted, in which five of the six members live with a physical or intellectual disability.
“The Oscars of the marketing world, the Cannes Lion Grand Prix for Good Award is international recognition at the highest level for a campaign focused on encouraging more inclusive communities,” Scope CEO Diana Heggie said. “And we thank Leo Burnett for their creativity and dedication that helped share this message with all Victorians.”
“See the person, not the disability, is not just Scope's tag line, it's a belief,” Melinda Geertz, Leo Burnett Melbourne CEO said. “We chose Rudely Interrupted to become a living, breathing demonstration of this mantra. The musicians became our message; we acted as their promoter and helped them create a film clip that aired on every major music channel in the country.”
“Through the non-traditional media channels of music stations, live performances and a music single released in-store and on iTunes, we were able to encourage all Australians to look beyond disability.”
The Leo Burnett Scope campaign won against a field of contenders from across the globe, for organisations like World Wildlife Fund, Amnesty, the BBC and Greenpeace, touching on issues from animal protection and the environment to state school education, human rights and missing children.
Leo Burnett has provided Scope with pro bono marketing and advertising support for more than a decade, helping increase the awareness of Scope, its services and encouraging people to see the person and not the disability.
“Scope would like to thank the entire team at Leo Burnett for their continued support, helping to change perceptions and helping Scope to support people with a disability to achieve their potential in welcoming and inclusive communities,” Diana Heggie said.
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