The Cancer Institute NSW is targeting millennials this summer with an anti-melanoma campaign with a shocking twist.
For its summer campaign, The Cancer Institute NSW has tapped Instagram star and model Caitlyn Paterson to portray the seriousness of melanoma and the drastic impact it can have on a young persons life.
The confronting campaign sees the Pretty Shady team take a radical new approach to messaging, aimed at increasing millennials’ awareness and understanding of melanoma as a disease which can affect not only the skin but the lungs, brain, heart and bones.
The campaign kicks off with the Your Time in the Sun content piece developed by Soap Creative.
It mirrors the milestones shared by most millennials, she experiences all of life’s wonderful moments until – as a consequence of not adequately protecting herself from the sun – she develops melanoma, ultimately cutting her life short.
Soap ECD Brad Eldridge says:" We wanted to make a campaign that would work on multiple levels, mixing emotional and rational messaging. The film resonates with young people (and their parents) because it’s about how precious life is – it’s also beautifully crafted so it sits comfortably in the Pretty Shady world we’ve developed over the past three years with Cancer Institute NSW.
"The additional elements of the campaign, out of home, digital, social and video testimonials focus on delivering the facts in a compelling way that’s simple to understand. We hope this campaign makes young Australians realise they must protect themselves against UV and the damage it can do.”
The content piece will be supported by a PR and content seeding strategy led by Magnum & Co, with agency UM leading digital, television, out of home and cinema.
In addition, Pretty Shady – the Institute’s lifestyle – will return for its fourth year with an influencer and native content strategy driven by Society. To complement this, experiential agency Ensemble will bring Pretty Shady “chill-out zones” to events and festivals during the summer months, creating shade for festival-goers.
Alecia Brooks, Cancer Institute NSW’s portfolio manager for Skin Cancer Prevention adds: “Your Time in the Sun will be rolled out alongside Pretty Shady, which is back for its fourth year after successfully increasing the intentions of millennials to cover up in the sun. We want to remind millennials of ‘incidental exposure’ this year – meaning it’s not just sunbaking on the beach that poses a danger, but also outdoor festivals, beer gardens, driving with an arm out of the window and other sporting activities."
Credits:
Client: Cancer Institute NSW
Client Lead: Alecia Brooks
Media Advisor: 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 & Sam Francis
Producer: Henry Hill
Copywriter - Bradley Eldridge
Copywriter - Michael Hughes
Design - John Westfallen, Brad James, Stefan Derewianka
Film Production:
Director - Josh Logue
DoP - Simon Ozolins
Producer - Ali Kennedy
Production Company - World Wide Mind
Music and Sound Design - Electric Sheep
Post Production - Heckler
