Cancer Institute NSW turns to Aussie sport to deliver health messages in new work via Isobar
In a new strategy for the NSW Government’s cancer control agency, the Cancer Institute NSW is using partnerships with iconic Australian sports events to deliver important messages about cancer prevention and screening via Isobar Australia.
Over the summer, the Institute’s partnerships with Cricket NSW and Tennis Australia sees Big Bash Cricket and the Australian Open Legends become a key channel to support major new campaigns for skin cancer prevention and bowel cancer screening.
The Cricket NSW partnership encourages young people to protect their skin against harmful UV radiation, while the Tennis Australia partnership will use some of the best tennis players of all time to promote bowel cancer screening to people aged 50 to 74.
Shane Sinnott, manager of social marketing and campaigns at the Cancer Institute NSW, explains the origins of the new partnerships.
Says Sinnott: “Guided by insights into the unparalleled
opportunity to reach our target audiences through major sporting events, we decided to make a major shift in our marketing strategy. These new partnerships allow us to deliver important health messages directly to people in a really engaging way.
“We tested sports partnerships as a campaign element in late 2018, partnering with V8 Supercars to reach smokers. The success of this cemented for us that sports partnerships should form a key part of our campaigns going forward.”
The Cricket NSW partnership, digital signage featuring the iconic Slip, Slop, Slap, Seek and Slide icons is supplemented by ground announcements and sun protection videos on the Big
Screen. Social media content featuring players from Sixers and Thunder promoting sun safety will also be delivered online.
The Tennis Australia partnership focuses on Australian Open Legends to produce bespoke content across broadcast, social and on site media, including interviews with a number of Legends about bowel cancer screening and a TVC that highlights the Open’s most iconic moments of the past 50 years.
Media strategy and buying: OMD Australia
Creative: Isobar Australia