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.”
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
VFX Supervisor: Tom Corbett
Post producer: Alison Kennedy
Music and Sound Design: Electric Sheep
PR Agency: Magnum & Co