The confession that caught Nickelback’s attention

When Charles Brice agreed to participate in a new disability inclusion campaign for the Government of South Australia’s Department of Human Services, he didn’t expect a response from the Billboard Music Award-winning band, Nickelback – but that’s exactly what happened.

Created by the Adelaide team of advertising agency, Showpony, the ‘See Me for Me’ campaign aims to shift the narrative of what it means to live with disability. It reminds the community that we all have diverse tastes and opinions, regardless of our physical abilities and other attributes.

“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,” said Showpony creative director, Rory Kennett Lister.

And a twist is exactly what the audience gets.

In the campaign video above, solemn music plays as Charles nervously shifts his wheelchair to face the camera.

“I know how uncomfortable it can make some people feel – friends, family, colleagues,” Charles begins. “There’s a fair bit of time I’ve felt embarrassed and ashamed.”

“I’ve come to a point where I don’t care what anyone thinks.”

The music cuts, and Charles declares: “I love Nickelback.”

Shortly after the video’s release, Nickelback retweeted it on Twitter – with a promise:

When asked what he thought about Nickelback reaching out, Charles said he was surprised the band had seen the ad at all.

“Having them reply is great for the reach of the campaign and just goes to show how strong the messaging is,” he said. “Hopefully they do tour soon, so I can watch from backstage.”

The ‘See Me for Me’ campaign forms part of the South Australian Government’s State Disability Inclusion Plan. It is currently running on South Australian radio, television and outdoor advertising, as well as online through Facebook, Instagram and YouTube.

Visit seemeforme.sa.gov.au to view all the campaign videos and download resources.