The Sun Plays Horror Movie Killer in Queensland Health Safety Campaign

The campaign has been crafted to resemble a horror film starring Queensland’s sneakiest killer – the sun.

Client

Queensland Health

Agency

CHEP Network

The Chop Shop

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.”

‘Don’t forget your hat…’


For more information about the campaign and how you can reduce your risk of skin cancer, visit qld.gov.au/sunsafety.

Credits

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

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