Scope See The Person Not The Disability
Scope is a not-for-profit organisation in Victoria, Australia, providing disability services to thousands of people with physical and multiple disabilities. Scope is committed to overcoming the personal, structural and attitudinal barriers that prevent those with a disability from participating in community life and works to make our community more inclusive. This series of print advertisements, released in May 2007, amends familiar disability signs with imagery designed to challenge ‘flattening’ stereotypes. A saxophone, laptop, basketball and tennis racket, each suggest personal skills and pastimes.
This Scope advertising campaign was developed at Leo Burnett, Melbourne, by creative director Jason Williams, art director David Ponce de Leon, copywriter Brendan Greaney, illustrator Leon Fernandez, and photographer Darren Padgham represented by Miss Bossy Boots.