As part of an effort to reduce the risk of skin cancer across the state, Queensland Health and CHEP Network Brisbane have partnered for the launch of a new sun safety campaign.
The campaign has been crafted to resemble a horror film starring Queensland’s sneakiest killer – the sun.
A series of trailers and promotional posters tell the story of four friends who embark on a weekend away, only to encounter the dangers of a mysterious killer that sneaks up on them in a range of scenarios.
The campaign utilizes well-known horror tropes including a spooky young girl, a foreboding elderly lady, a bathroom mirror scene, and, of course, lots of screaming.
The campaign is aiming to engage 18 – 34-year-olds across the State to better protect themselves from the sun’s damaging UV radiation. For this age group, melanoma is the most diagnosed cancer.
The campaign tagline ‘You do the 5. You Survive’, aims to educate young Queenslanders how to be safe in the sun by adopting the slip, slop, slap, seek shade and slide on sunglasses advice that is crucial in protecting your skin from the sun, and reducing your risk of skin cancer.
“Our audience know they need to be sun safe. Unfortunately they’re not putting that into action in their daily behaviour,” said CHEP Network Brisbane Executive Creative Director, Phil Shearer.
“It’s scary. We knew we had to do something different to engage a notoriously difficult audience.”
“So we made some scary film trailers to get under their advertising radars and remind them that the sun can actually kill.”
For more information about the campaign and how you can reduce your risk of skin cancer, visit qld.gov.au/sunsafety.
Client: Queensland Health
Senior Marketing Officer: Shahedah Sabdia
A/Marketing Team Leader: Hillary Bell
Marketing Manager: Heather Mcgregor
Agency: CHEP Network Brisbane
Managing Partner: Christine Gannon
Account Director: Alexandra Pavlos
Executive Creative Director: Phil Shearer
Senior Art Director: Shay Devery
Senior Copywriter: Chelsea Parks
Senior Producer: Elena Szymanski
Production Company: The Chop Shop
Director: Lav Bodnaruk + Mike Mier
DOP: Lav Bodnaruk
Post-production: The Chop Shop
Offline Editor: Steph Liquorish
Online Artist: Caleb De Leon
Colourist: Caleb De Leon
Sound Design: Folklore Sound Design
Sound Engineer: Thom Kellar
Media Agency: EssenceMediacom