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Scope, a not-for-profit organization that supports people with disabilities, seeks to encourage people to “See the Person” and not the disability. In this campaign from Leo Burnett … read moreMelbourne, the rock band, Rudely Interrupted, in which five of the six members live with disabilities, was chosen to represent Scope’s purpose. To bring the purpose to life, the idea was simple: the agency became band promoters and launched Rudely Interrupted’s new song to spread Scope’s message. The poignant single, “Close My Eyes,” was chosen from the band’s album and artwork was created and released in the music industry. Because every successful single starts with the release of a music video, the well-known music director, Tov Belling, was enlisted to help with the band’s music video.
Belling’s objective was to get the audience to start enjoying the song before they have the chance to form any kind of judgment about who is playing. The way Belling achieved this in the music video was to slowly illuminate the band members with tiny spotlights. Before the audience can realize who’s playing, they’re already enjoying the song, which removes the possibility of being judgmental and forces the audience into a different frame of mind.
The film clip was then screened on every Australian music channel, where the band stood out amongst the usual video clip content. As the video gained national PR and momentum, it naturally led to commercial airplay on radio stations Australia-wide. On iTunes, people could download the track with proceeds from every sale going to Scope.
Next, a national tour was advertised and promoted through straight press, bill posters and online music sites. The band continued to travel the country as SCOPE’s advocate-spreading their message to thousands. Every time they take the stage-they are representing every person living with a disability in Australia…something Scope is extremely proud to promote.
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