New Cancer Institute NSW Gives Shocking Message To Millennials

New Cancer Institute NSW Gives Shocking Message To Millennials
SHARE
THIS



Today, the Cancer Institute NSW launches its 2016-17 summer campaign, Your Time in the Sun, an integrated, content-led campaign set to educate young people on the seriousness of melanoma and the importance of developing daily sun-protection habits to prevent life being cut short by skin cancer.

The confronting campaign sees the team behind the highly successful Pretty Shady take a radical new approach to messaging – aimed at increasing millennials’ awareness and understanding of melanoma as a disease which can affect not only the skin but the lungs, brain, heart and bones.

The Institute is leveraging the insight that Australian millennials are an ambitious generation, and by encouraging them to consider what it would be like to have their “time in the sun” cut short before having the chance to experience all that life has to offer, it aims to resonate with them on a different level.

The campaign kicks off with the Your Time in the Sun content piece developed by Soap Creative and directed by Josh Logue, which follows model and actress Caitlyn Paterson as a carefree girl enjoying her time in the sun as she transforms into a young woman.

Mirroring the milestones shared by most millennials, she experiences all of life’s wonderful moments until – as a consequence of not adequately protecting herself from the sun – she develops melanoma, ultimately cutting her life short.

Director Josh Logue commented, “Having worked with Cancer Institute NSW and Soap Creative for a number of years, I understand the responsibility we have to create effective, engaging and emotional messaging around the issue of skin cancer in Australia that will speak to this younger audience.

“This year we’re changing tack, supporting the ongoing work of Pretty Shady with a complimentary yet shocking campaign message that “your time in the sun” could be cut short if sun-safe behaviours are not sought now.

“Working on this campaign is a privilege and the next step in encouraging young people to make a difference and save lives by being part of the generation that stops skin cancer.”

Brad Eldridge, executive creative director at Soap Creative, said, “We wanted to make a campaign that would work on multiple levels, mixing emotional and rational messaging. The film resonates with young people (and their parents) because it’s about how precious life is – it’s also beautifully crafted so it sits comfortably in the Pretty Shady world we’ve developed over the past three years with Cancer Institute NSW.

“The additional elements of the campaign, out of home, digital, social and video testimonials focus on delivering the facts in a compelling way that’s simple to understand. We hope this campaign makes young Australians realise they must protect themselves against UV and the damage it can do.”

The content piece will be supported by a PR and content seeding strategy led by Magnum & Co, with agency UM leading digital, television, out of home and cinema.

In addition, Pretty Shady – the Institute’s lifestyle brand that each summer creates free sun-protection products including clothing, hats and sunscreen – will return for its fourth year with an influencer and native content strategy driven by Society.

To complement this, experiential agency Ensemble will bring Pretty Shady “chill-out zones” to events and festivals during the summer months, creating shade for festival-goers.

Alecia Brooks, Cancer Institute NSW’s portfolio manager for Skin Cancer Prevention said, “This year we’re embarking on a thought-provoking campaign that aims to make young people sit up and realise that, yes, melanoma can happen to them.

“It’s about really driving home the seriousness of melanoma as a cause of premature death. But we know melanoma can be prevented, and we intend to bring that message front-of-mind.

Your Time in the Sun will be rolled out alongside Pretty Shady, which is back for its fourth year after successfully increasing the intentions of millennials to cover up in the sun. We want to remind millennials of ‘incidental exposure’ this year – meaning it’s not just sunbaking on the beach that poses a danger, but also outdoor festivals, beer gardens, driving with an arm out of the window and other sporting activities.

“The campaigns will work simultaneously to drive change in perception about the seriousness of melanoma, as well as enabling sun-protection behaviours with the Pretty Shady branded products.”

For more information visit Your Time in the Sun, Cancer Institute NSW, YouTube or Pretty Shady.

CONTENT CREDITS:
Client: Cancer Institute NSW
Client Lead: Alecia Brooks
Media Advisor: Laura Kiely and Erin Manning
Principal Talent: Caitlyn Paterson
Creative Agency: Soap Creative
Executive Creative Director: – Bradley Eldridge
Strategy Director: Alex Houghton
Account Director: Johan Borg & Sam Francis
Producer: Henry Hill
Copywriter: Bradley Eldridge
Copywriter: Michael Hughes
Design: John Westfallen, Brad James, Stefan Derewianka
Production Company: World Wide Mind
Director: Josh Logue
Executive Producers: Will Alexander / Michelle Parker
Producers: Alistair Pratten / Yvonne Ortiz
DOP: Simon Ozolins
Post-Production: Heckler
VFX Supervisor: Tom Corbett
Post producer: Alison Kennedy
Music and Sound Design: Electric Sheep
PR Agency: Magnum & Co

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.