Pretty Shady
Challenge
Cancer Institute's TV-led skin cancer prevention campaign wasn't resonating with young people because younger audiences are watching less TV than ever, and messages about safety take a back seat to summer.
Client
Cancer Institute NSW, Australia
Role
Creative planner
A ‘hands on’ solution
We took the campaign to where young people were getting burnt and made skin protection fun. We used CINSW's youthful sub-brand, Pretty Shady, to engage with our audience in their active lifestyles.
Tactical OOH activations and strategic partnerships ensured our sun-safe messaging had a presence when and where our audience was out and about, enjoying the Australian summer.
We supported the special build bus stop activation with contextual OOH to reinforce the message to slip, slop, slap and wrap. The high-profiles of the artists made for instagrammable opportunities.
Murals by two of Sydney’s leading street artists.
We coordinated with music magazines, local influencers, and up-and-coming sunglasses brands to distribute merch and samples during Field Day Festival.
Brand partnerships targeting music festivals.
