SA Department of Human Services shifts narrative around people with a disability
The Government of South Australia’s Department of Human Services has launched a new campaign challenging viewers to shift the narrative around disability, defining people by who they really are, rather than their disability.
Created by Showpony Adelaide, “See Me for Me” poses that when we define people by their disability, we marginalise their feelings, interests, dreams and desires. In highlighting the unexpected interests of people with a disability, the Department of Human Services sought to improve community perceptions and understanding while bringing their vision for an accessible and inclusive South Australia to life.
Other assets:
Annette 30″: https://vimeo.com/726862964/3ff3c7d824
Launching across BVOD, online videos, out of home and radio ads, emotional first-hand quotes and accounts from people living with disability are eventually diffused as it’s revealed they are describing another unexpected aspect of their life – a surprising trait that would give our audience a chuckle, at the same time challenging their own preconceptions on what it means to live with disability.
Showpony Adelaide creative director, Rory Kennett Lister, said: “To stand out in a category historically portrayed with solemn imagery, sombre music and emotional first-hand accounts from people living with disability, we decided on a humorous approach to get our message across using… wait for it… solemn imagery, sombre music and emotional first-hand accounts from people living with disability. But with a twist.”
Campaign participant, Annette, added: “Inclusion creates community. Everyone wins through disability inclusivity, and I am ‘seeing’ progress. But we still encounter discrimination. And hear words such as “handicapped”, “broken” and worse, from people I expect to know better. We are not special or objects of pity. Rather, we’re normal people doing the best we can. We can live meaningful lives – as long as we have equitable opportunities. That’s inclusion.”
Credits:
Creative Agency: Showpony
Managing Director: Sophie Allchurch
Group Creative Director: Parris Mesidis
Creative Director: Rory Kennett-Lister
Director of TV & Radio: Andy Scott
Senior Creative: Andy Scott
Senior Creative: Nic Maumill
Senior Art Director: Francisco Zuccato
Account Director: Laura Tregloan
Account Manager: Julia Palombo
DOP: Harvey Hogan
Editor: Emerson Hoskin
Editor: Patrick Cotter
Producer: Lisa Browne
Production Assistant: Alex O’Neil
Credits
Client: Department of Human Services (SA)
Creative agency: Showpony Adelaide
Got a tip?
topics
Department of Human Services
disability
Rory Kennett-Lister
SA Department of Human Services
Showpony
Showpony Adelaide
The SA government talking about “disability inclusivity” whilst discriminating against the most vulnerable and denying them their human rights at the SACAT through forced Guardianship orders is a joke at best! Funnelling NDIS participants into groups homes and forcing their separation from their loving families is now done in “cookie cutter” fashion. NDIS packages are now a lightning rod for State Guardianship orders.
Families are being separated from their loved ones by stealth and under the cloak of secrecy. “Isolate, liquidate, medicate” is the real ethos!
User ID not verified.
Have your say