New Cancer Institute NSW Gives Shocking Message To Millennials

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
Please login with linkedin to comment
data retention law kylie rogers Over The Top Tower Defence The Nest Your Time in the SunLatest News

Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.

QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.

NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]

GHO Strengthens Equity Team With Hamish Stewart Promoted To Creative Partner
GHO has appointed Hamish Stewart as an equity partner in the business. Hamish joins GHO’s four existing partners to round out the diversity of experience offered by the agency across research, strategy, design, digital and creative marketing.

The MINT Partners Expand Client Line-Up For 2021
The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]

Spotify Launches EQUAL: Global Commitment To Women In Audio
Coincidence this was unveiled on International Women's Day? Well, we don't think so. Well, we don't know, to be honest.

Northern Rivers Based Agency Barefruit Marketing Launches Innovative Campaign For Raine & Horne Office
The agency produced the commercial in just a few short months, when they were awarded the brief by Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah at the end of last year.

Institute Of Data Launches New Education Program For Marketers
Institute Of Data & the Ponds Institute are easily confused. Yet, one's the science of the epidermis & the other isn't.

Pinterest Launches International Women’s Day Campaign To Uplift Female Entrepreneurs
They say "the world's your oyster". That is unless you happen to be a Sydney Rock with a Kilpatrick or mornay dressing.

Tinder Supports LGBTQIA+ Community In Rural NSW With ‘Pride Ride’
Tinder is supporting the LGBTQIA+ community in rural NSW with a double-decker bus. Sounds like a plot to a film to us.

The Women Who Shaped Technology In 2020
Here's more confirmation of B&T's commitment to International Women's Day. And just wait for International Hot Dog Day.

Pymble Ladies’ College Collaborates With United Nations For New Brand Platform Via McCann
Thinking of sending your daughter to Pymble Ladies' College? Confirm the exhorbitant school fees with this new campaign.

Global Women Creates International Women’s Day Campaign Focused On ‘The Motherhood Penalty’, Via Saatchi & Saatchi
Here's some top work from "across the ditch". And by "ditch" we mean the Tasman Sea to New Zealand and not North Sydney.

Enero Group Snares 10’s Carla Webb-Sear For CFO Role
Enero's new CFO Carla Webb-Sear is down Officeworks getting supplies as we speak. Including a "JOHN" pencil case.

For International Women’s Day, Look Back At B&T’s Past Women Leading Tech Winners: 2021 Applications Close Today!
It's a fine line between retrospective & blatant rehash. As you'll discover in B&T's Women Leading Tech winner rehash.

LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021
LEGO's undoubtedly a brilliant toy for kids, yet few grow up to design Barbie's camper or build the Millennium Falcon.

Taboola To Give $500,000 In Free Advertising To Women-Owned Businesses As Part Of International Women’s Day
It's top work from B&T's good friends at Taboola today. Not that we saw a card or fruitcake last Christmas, mind you.

Clarins Launches #LiveBeautifully Series Of Films To Celebrate International Women’s Day
Everyone needs a top Clarins moisturiser to fight the signs of ageing & the signs of putting up with dickheads all day.

BWS & M&C Saatchi Celebrate Mardi Gras With Store Makeovers & Drag Queen Deliveries
There's a few sore Mardi Gras heads in the B&T office today. We've not enquired to what else is sore, to be honest.

DDB Marks International Women’s Day By Recreating Iconic Phyllis Robinson Speech
Need motivation that doesn't need chocolate from a vending machine? Watch this & avoid anaphylactic shock from the nuts.

Sunday TV Wrap: Ultimate Tag Premieres To Play Chasey With The Competition
Last night's TV numbers proved robust indeed. Suggesting everyone was too hungover from Saturday to get off the couch.

Sportsbet Goes In-House For Latest Lunacy
Arguably not really reading the mood in the room, Sportsbet's gone and launched a campaign on global women's day.

Double J Shares The Fifty Game-Changing Women Of Australian Music For International Women’s Day
Double J unveils the 50 game-changing women of Australian music, with Collette and Nikki Webster shock omissions.

Samantha Armytage To Leave Sunrise
To her credit, NO ONE in Australia has had their weight & their ovaries profiled by media quite like Samantha Armytage.

Foxtel Doubles-Down On Women’s Sport For International Women’s Day
We are huge supporters of women's sport here at B&T. Although we can give or take that cage fighting stuff in all truth.

UN Women Australia Ask ‘When Will She’ll Be Right?’ In New Campaign, Via The Monkeys
The Monkeys again proving we're "not just ridiculously overpriced chops on the BBQ" with provactive new work for the UN.

WPP AUNZ Women Talk International Women’s Day
WPP AUNZ's top talent talks International Women's Day. And never does the toilet seat "up or down" debate rear its head.

Compare The Market’s Meerkats Take Centre Stage With Meerkat Mondays
In its first major creative work in 12 months, Compare the Market went to extraordinary lengths to bring audiences its latest TVC.

Digital News Sites Up 8% YOY, With SMH Retaining Top Spot
It appears the global pandemic has proven a boon for local news sites. Apparently, Pfizer shareholders are happy too.