Breaking campaign: 1700 beach towels demonstrate sun warning
Euro RSCG and Cancer Council Australia are reminding beach goers of the dangers of tanning with the sight of 1700 towels on Bondi Beach, each emblazoned with a ‘crime scene’ chalk outline of a skin cancer ‘victim’.
The “Don’t Be A Victim” campaign kicks off this Sunday, with the towels representing the1700 Australians who die each year from skin cancer.
“The creative idea was to demonstrate the magnitude and scale of the number of Australians dying from skin cancer. Setting up the towels in an orderly grid fashion as per a cemetery highlights the juxtaposition between the beach and the representation of 1700 deaths,” said Alex Evangelinidis, senior art sirector with Euro RSCG who initiated the campaign idea.
The idea has also extended into a TVC (Community Service Announcement), produced with the pro bono support of Network 10, to be run on each of the television networks during the course of summer.
A viral campaign and interactive website will show teens the long-term effects of sunbaking on their own faces.
Credits: executive creative director Rowan Dean, senior art director Alex Evangelinidis, group head Andrew Knox, senior account manager Tom Gregory, account executive Katie Lowry, agency partner Network Ten.
