B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Sydney Agencies Join Forces To Champion Sun Protection To Beach-goers For Cancer Institute NSW
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Sydney Agencies Join Forces To Champion Sun Protection To Beach-goers For Cancer Institute NSW
AdvertisingMarketing

Sydney Agencies Join Forces To Champion Sun Protection To Beach-goers For Cancer Institute NSW

Rachel Wotherspoon
Published on: 11th April 2017 at 1:53 PM
Rachel Wotherspoon
Share
4 Min Read
SHARE

Sydney agencies Soap Creative, Magnum & Co., Ensemble and Society Social have teamed up to create an integrated, content-led campaign for the Cancer Institute NSW to increase awareness of the shocking number of preventable deaths from melanoma and the importance of sun protection.

Sydney’s iconic Bondi Beach was the setting of choice to bring to life a creative outdoor strategy that involved murals, a claw machine giving away sunscreen and statements in the sand, all collectively aimed to promote the message of sun safety and showcase the devastating effects of melanoma.

The campaign cut through to its target audience of young Australians, achieving a combined potential reach of over 24 million.

To reflect Soap Creative’s confronting ‘Your Time in the Sun’ video, directed by Josh Logue and featuring Caitlyn Patterson, a mural at Bondi Beach was progressively altered by renowned street artists Steen Jones and Sid Tapia over a week to show the damaging effects of UV on the skin over time.

https://www.youtube.com/watch?v=kCll5o9FXFQ

A second mural on the Bondi Art Wall was a beach-inspired piece with a strong call to action, urging Australians to #protectyourskin. The mural, which was shared organically, reached a potential 123,994 people through social media.

To further increase sunscreen application among beachgoers, Cancer Institute NSW’s lifestyle brand, Pretty Shady, set up a claw machine for a week on Bondi Beach, giving away more than 4,000 free sunscreen tubes.

In order to showcase how many deaths are predicted to occur in Australia from melanoma over the next five years, Magnum & Co. and Ensemble joined forces to plaster 9,883 across the sand.

Using over 400 items of sun protection merchandise from Pretty Shady, the bold stunt aimed to simultaneously reiterate the number of lives that could be saved if Aussies adopt the Institute’s five step advice of slip, slop, slap, seek and slide.

Alecia Brooks, portfolio manager for skin cancer prevention at Cancer Institute NSW, said: “With Bondi Beach a popular place for both locals and tourists to enjoy the sun, we’ve been able to reach an audience across NSW, Australia and beyond.

“We wanted to use this opportunity to warn people of the fatal effects of melanoma in an impactful way through the confronting murals and the figure in the sand, whilst reminding them that it is preventable by adopting sun protection behaviours, starting with the free sunscreen we provided.”

CREDITS

Communications agency: Magnum & Co

Brand experience partnership manager: Sophia Davison, Ensemble

Production agency: The Big Kahuna Imagineering

Production manager – Will Colhoun

Client: Cancer Institute NSW

Client lead – Alecia Brooks

Media advisers – 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 and Sam Francis

Producer – Henry Hill

Copywriter – Bradley Eldridge

Copywriter – Michael Hughes

Design – John Westfallen, Brad James and Stefan Derewianka

Production company: World Wide Mind

Director – Josh Logue

Executive producers – Will Alexander and Michelle Parker

Producers – Alistair Pratten and Yvonne Ortiz

DOP – Simon Ozolins

Post-production: Heckler

VFX supervisor – Tom Corbett

Post-producer – Alison Kennedy

Music and sound design: Electric Sheep

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: data retention law, Documentary, kylie rogers, Over The Top Tower Defence
Share
By Rachel Wotherspoon
A creative and commercial comms professional with seven years' experience spanning the food, health, automotive, interiors, fashion and property sectors. Specialises in strategically integrated campaign planning to drive solid business outcomes. Responsible for implementation of strategies for the likes of; IKEA, 3M, Pizza Hut, CUB (Great Northern Brewing Co) DéLonghi, Ferrero Rocher, Quorn, R&R Ice Cream (Nestle, Cadbury brands), Nando's, Taylors of Harrogate (Yorkshire Tea) and Monsoon Accessorize. Currently overseeing strategic direction for existing Magnum and Co clients and new business. Specialties: - FMCG - Integrated campaign planning (Paid, owned, earned) - Content - PR / SEO PR - Creative ideas - Influencer marketing - Blogger relations - Experiential - Brand activations - Partnerships - Event management - Social media content planning and community management - Social sampling Experience working in Leeds and London (UK) and Sydney (Australia)

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?