The Cancer Institute of New South Wales has launched a new campaign, created and executed by 303 MullenLowe Sydney, targeting 18-24 year old Aussies about the dangers of UV radiation.
The “If you could see UV” campaign goes live this week across OOH, audio, digital display, social media. It will also launch in cinemas next month with the release of Avatar: Way of the Water.
The campaign will run throughout both regional and metro NSW initially through to March, with the creative concept expected to be used on an ongoing basis. Here is the 45-second hero spot.
You can also view the 30-second spot here.
The campaign visualizes UV as radiant, ultra-violet arrows, to make a powerful point that if young people could see the scale and danger of UV descending on them from above, they’d protect their skin. It also specifically targets young Australians who are less likely to protect their skin.
Cancer Institute NSW’s head of marketing, Matt Clarke, said that while past skin cancer prevention campaigns had reduced overall skin cancer rates and averted some deaths, melanoma remains the most common cancer affecting young Australians.
“Young Australians in particular seem less concerned and have less knowledge about UV radiation and skin cancer, so this campaign was needed to encourage young people to make life-saving behaviours part of their daily routine. Fortunately, primary prevention behaviours – including Slip, Slop, Slap, Seek and Slide – are still the most highly effective ways to reduce the risk of developing skin cancer. That’s what makes this campaign so powerful; it not only makes the seriousness of sun exposure more tangible to a young audience, but hopefully the preventative steps required more memorable as they go about their daily lives,” he explained.
Bart Pawlak, 303 MullenLowe’s executive creative director, added:
“The ‘If you could see UV’ campaign represents a perfect marriage between clients who appreciate the importance of imaginative storytelling and emotional appeal, and a team that had the chops to make it happen. All bound, of course, by a single-minded desire to save lives. A special thanks goes to Derin and the teams at Finch and Platige, for handling the creative concept with such care and attention to craft.”
Credits:
Cancer Institute NSW:
Matt Clarke: head of marketing, social marketing & campaigns
Alexis Le Clerc: team leader, social marketing and campaigns
Cam Sugden: portfolio manager, social marketing and campaigns, Skin
Heather Tupper: project officer, social marketing and campaigns, Skin
303 MullenLowe:
Managing director: Joanna Gray
Executive creative director: Bart Pawlak
Creative director: Adam Whitehead
Head of planning: Remi Couzelas
Head of production: Skye Lanser
Snr art director: Zac Goldberg
Snr copywriter: Craig Merrett
Snr designer: David Kennedy
Group business director: Jonathon Bates
Client service director: Jennifer Gledhill
Head of TVC: Honae MacNeil
OMD:
Head of group (NSW Government): Philippa Moig
Head of behaviour change: Peita Pacey
Senior account manager: Emily Young
Account executive: Remika Sakchiraphong
Activation mManager: Greice Gimenez
Motion:
Production company: Finch
Director: Derin Seale
Director of photography: Tyson Perkins
Producer: Claire Thompson
Offline edit: Drew Thompson + Arc Edit
VFX: Platige
Music composition & sound design: Sonar Music + Tim Bridge
Stills:
Production company: Louis&Co
Photographer: Steven Popovich
Executive producer: Louis Molines
Producer: Camilla Carey
Retouching: Steven Popovich
