'See the person, not the disability', is not just Scope's tag line, it’s their belief. 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 became band promoters and launched their new song and our message to Australia. We chose a poignant single from the band’s album, created the artwork, and released it using the music industry. Every successful Single starts with the release of a music video, so we organised a well-known music director to shoot one.

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 lead to commercial airplay on radio stations Australia wide. On iTunes people could download the track, with proceeds going to SCOPE. A national tour was advertised through street press, bill posters and online. The band then took to the road, touring the country and sharing the message and their music with the nation.

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 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.