Queensland Health knows no one is better at nagging young people about sun safety than mum. But it's not working – so they've created their own. Meet Sun Mum.
She has her own blog, Twitter and Facebook, dishing out daily Sun Mum weather reports and UV alerts, among other morsels like videos, flower arranging tips and commentary on Lara Bingle.
Queensland Health marketing manager Phillip Stork said: "It's not a typical government sun safety campaign. But our research shows that it's not education that young Queenslanders need, it's engagement, especially young males.
"They know they're meant to be sun safe, and they're not opposed to it, they just need constant reminding. Among her more colourful insights and advice, there is a healthy dose of the five sun safety behaviours, especially the notion of daily sunscreen use and avoiding incidental skin damage."
Junior creative director Jonathan Drapes said: "As a mother, she’s absolutely shithouse at every aspect of parenting, including social media, but when it comes to sun safety nothing gets past her."
The fully integrated campaign launches this week via Junior, Cru Digital, MediaCom, Fabric Films and Skeet Booth.
Art Director: Corey Silva
Copywriter: Ollie Beeston
Art Director: Mike Plumridge
Copywriter: Jonathan Drapes
Creative Director: Jonathan Drapes
Account Director: Jess Kolb
Agency Producer: Natasha Murray
Director: Charlie Fergusson
Producer: Krista Fergusson
Production Company: Fabric Films
Photographer: Skeet Booth
