Campaign: Skin Cancer Awareness
Client: Department of Health and Ageing
To increase and reinforce awareness of the seriousness and susceptibility to skin cancer and encourage Australians to adopt five sun protection behaviours: hat, clothing, shade, sunglasses and sunscreen.
Government research identified teens as the worst offenders. Teens are generally less responsive to ‘Government’ advertising so we needed to deliver the sun protection communication via a voice they would listen to.
Most importantly, we needed to deliver deeper levels of engagement with teens beyond the broad reaching Government campaign and give teens the PROOF they needed to make the Skin Cancer campaign message believable.
‘Take 40 Live’ with Powderfinger
We identified music as our key connection point with teens - especially over summer. The major festivals however were seen as a cluttered media space so we needed to cut through and amplify our message beyond those just ‘in the mosh pit’.
Our strategy was to build our own live music event and importantly, film the event so we could exploit the content and our associated campaign message online to a far greater teen audience.
Content produced could then be amplified across multiple platforms including FTA, pay TV and national radio.
Creatively, we pulled through the summer festivals association with the tagline “Get ready for a long summer of outdoor festivals and protect yourself in 5 ways from Skin Cancer”.
Finally, we approached an iconic Australian band that not only resonated with our target but brought credibility to our Skin Cancer message – POWDERFINGER.
Due to tragic personal experience with skin cancer, the band embraced the campaign message. Working with Bernard & his band we designed an integrated creative program of work around the exclusive free Powderfinger gig and the band’s important Skin Cancer message to their fans.
The band featured in all creative driving the event and the post event content and talked openly about the five ways to protect your skin.
EVENT SUCCESS - A crowd of 3,000+ donned hats and sunscreen for a free performance from Powderfinger
DIGITAL COLLABORATION - Publishers around the country endorsed the PR campaign and placed significant promotional support behind the event. take40.com featured content in a dedicated Powderfinger/ Skin Cancer section and syndicated streaming video content to other publishers who drove traffic via editorial links.
PROOF – Endorsement from an iconic Australia band with a real life story to provide the proof we were seeking to reinforce our creative message to teens
PROMOTIONAL IMPACT - Over 4.9 million impressions delivered
DIGITAL REACH – Digital delivered scale and speed to market across multiple sites - over 500,000 unique browsers on take40.com and 40,000 video streams.
SOCIAL MEDIA - The digital campaign reached out to and generated extensive discussion from over 29,000 Powderfinger fans via Facebook , 45,000 Powderfinger friends on My Space and 8,370 followers on Twitter.
RADIO REACH - 918,000 teens (67.4%) reached with an average frequency of 5.3 times. A dedicated radio show amplified the content across the country on 44 stations.
TV REACH - Branded content program on Nine reached 207,175 people nationally (OzTam). GO! program reached 54,000 people (metro -# 51 program of the week out of 1,605 non FTA programs)
PR – By harnessing the star power of Bernard Fanning and driving the syndication of content across multiple sites, we generated 10 times the online media spend in online PR value alone