Pretty Shady Back In The Sunlight For A Third Year

Pretty Shady Back In The Sunlight For A Third Year
SHARE
THIS



Pretty Shady, the brand that encourages young Australians to help stop skin cancer one summer at a time, is back for its third year.

Created by Soap Creative in collaboration with UM and Holysmoke! for the Cancer Institute NSW, the integrated campaign builds on the success of the previous two years in shifting audience attitudes towards the importance of sun safety.

The summer 2015/16 campaign launched with a collection of five brand videos, directed by Josh Logue, that show a wide reflection of the NSW regionwhile delivering a very serious message in an attention grabbing way that appeals to teens and young adults.

A sixth video, capturing the generation of youth supporting the Pretty Shady movement, will be released in 2016.

Cancer Institute NSW, JCDecaux, and UM have also created a custom-built SPF50+ sunscreen dispensers, in addition to bus shelter wraps that shade commuters from damaging UV rays.

In a salute to the old-school ‘lucky grab’crane arcade game, the custom-built JCDecaux Citylights dispenser panel –installed at Bondi Beach –is operated by a mechanical claw.

The unique dispenser mechanism is designed to grab the attention of passers-by, playfully engaging them with a serious sun safety message.

Pretty Shady 12

Bus-shelter wraps, including custom roof panels, have been installed throughout the CBD and summer hot spots to provide Sydney commuters with shelter from harmful UV rays and help to raise awareness of the ‘Pretty Shady’sun smart message and overall campaign aim to stop skin cancer, one summer at a time.

“Out of Home is now more than ever, an active medium that provides unique engagement opportunities that deliver real results,” JCDecaux head of creative solutions Alan Klein said.

“The Pretty Shady activity is the perfect example of how OOH can deliver a real value exchange by providing tangible benefits to those who engage or come into contact with the campaign. ”

In addition to the videos a new Pretty Shady fashion collection has been launched featuring five fashion forward items that protect you from the sun – shade, clothing, hats, sunglasses and sunscreen – all available at www.prettyshady.com for the price of a social mention.

In total, over 5000 Pretty Shady products will be distributed before Christmas, including this year’s limited edition t-shirts, which feature UV-activated ink.

Other channels this year include interactive OOH sites, a partnership with The Iconic and an extensive blogger outreach program.

Pretty Shady will have an active presence at key summer festivals, including Festival Of The Sun, Laneway Festival and Bowl-a-Rama, plus the brand has also engaged Safe & Sound to work with legendary Australian DJ/Producer Kid Kenobi to create an original track for the campaign, available as a free download late January 2016.

This year’s ambassadors include surf legend Sally Fitzgibbons, Hollywood actor Callan McAuliffe and Olympic swimmer Cameron McEvoy. Along with Pretty Shady alumni, motorcross superstar Robbie Maddison, actress Isabelle Cornish and skin cancer survivor Veronica Mannock.

They will all help spread the important message, together with a range of influencers across all major social platforms.

Skin Cancer Prevention at Cancer Institute NSW portfolio manager Alecia Brooks said, “Australia has the highest rate of melanoma in the world, and it’s the most common cancer affecting young Australians. But stopping sun damage stops 95% of melanomas.

“We are so excited to work again with our agency team in an effort to further change this behaviour.”

Please login with linkedin to comment

Edeka highsnobiety kylie rogers Over The Top Tower Defence The Nest

Latest News

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon
  • Media

From [MediaCom] Russia With Love! Meet New Aussie CEO Yaron Farizon

MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]

by B&T Magazine

B&T Magazine
Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.