The brand that made sun safety cool is back for the third year in a row.
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 several locations in NSW, all while telling young people the hard facts around skin cancer.
In addition to the videos a new Pretty Shady fashion collection has been launched featuring five 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 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.
Alecia Brooks, portfolio manager, skin cancer prevention at Cancer Institute NSW, 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.”
