Millennials often think they are invincible. But not to melanoma.
Melanoma Institute Australia has launched an emotive new commercial in a bid to save young lives.
The spot encourages young people to leave their hat on for a day, a week or a month this September and be supported by family and friends to raise funds for melanoma research.
The work is based on the insight that melanoma is the most common cancer affecting 15-39 year-old Australians, and kills more 20 to 39 year olds than any other single cancer.
Melanoma Institute Australia CEO Carole Renouf says the challenge was to achieve cut through in an environment where the beach and tans remain popular and make a statement that millennials, who tend to think they are immortal, can’t ignore.
"Quite simply, melanoma kills - and young people in the prime of their lives are at greatest risk. Yet sun safety messages do not necessarily percolate,” she says.
"If we are to save the lives of young Australians, we need to grab their attention and connect them emotionally with our message about being aware of changes to their skin and the possible consequences. And we also hope to engage them with the opportunity to support melanoma research in a fun way.
The commercial is the creative brainchild of cinematographer Mike Perry who donated his time to shoot, direct and edit the commercial.
“The power of the commercial lies in its subtlety and surprise element achieved through contrasting the carefree, hedonistic attitude of youth with the harsh reality of a melanoma diagnosis that won’t go away,” Mike said. “It is designed to resonate and make millennials pause.”
The 60-second ad has been launched on digital and social, with a 30 second version produced for television.
