The Department of Human Services launches new ‘See Me For Me’ campaign via Showpony

Disability is just one of many facets that make up a complex and unique individual. When people are defined by their disability, their feelings, interests, dreams and desires are marginalised. Nobody should be defined by their disability.

The Department of Human Services challenged Showpony to shift the narrative about what it truly means to live with disability. How could Showpony improve community perceptions and understanding while bringing their vision for an accessible and inclusive South Australia to life.

To stand out in a category historically portrayed with solemn imagery, sombre music and emotional first-hand accounts from people living with disability, the agency decided on a humorous approach to get the message across using… solemn imagery, sombre music and emotional first-hand accounts from people living with disability. But with a twist.

In catch-up TV, 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 the audience a chuckle, at the same time challenging their own preconceptions on what it means to live with disability.

With this surprising and memorable misdirection, the campaign aims to remind the public to see everyone for the unique, multi-faceted people they are.

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
Photography: David Solm