Life insurer TAL launches integrated comms campaign via Illuminate aimed at raising awareness of regular skin checks
Integrated communications agency Illuminate and engagement marketing agency Banter have partnered with leading life insurance specialist TAL to launch TAL SpotChecker, a national skin check initiative aimed at encouraging more Australians to commit to regular skin checks.
Now in its fourth year, the annual program is aimed at driving conversation and commitment around preventative health, and in particular regular skin checks, to help tackle one of the nation’s most common cancers.
TAL SpotChecker will provide access to free skin checks from qualified professionals at some of Australia’s most loved beaches over the summer, alongside a digital hub of online resources designed to help Australians learn more about skin safety and how to book a skin check.
The integrated campaign has been launched across social and digital channels with a short film featuring an Australian dad sharing his experience with skin cancer, and the role early prevention and detection have played in enabling him to keep living the life he loves with his family. Social, digital and PR layers have also been developed.
Says Antony Wilson, TAL’s General Manager, Brand: “Skin cancer is known as ‘Australia’s Cancer’, with 2 in 3 Australians to be diagnosed with some form of skin cancer by age 70. As an insurer focused on ensuring our customers can enjoy this Australian life, this campaign is a natural extension of our focus on preventative health.
“Illuminate and Banter have helped us take a great idea and continue to grow and evolve it over time, with more than 3,400 free skin checks provided over the last four years, and 1 in 5 referred for further testing last year.”
Says Brannon Valmadre, General Manager of Illuminate: “As a long-standing agency partner of TAL, we relish the opportunity to work on important social initiatives like TAL SpotChecker. The chance to develop a dedicated digital content layer this year enabled us to flex our creative muscle while further supporting the awesome on-ground brand experience work of our sister agency, Banter.”
The brand activations will pop up at iconic beaches across Australia over the summer, while the supporting campaign will drive Australians to get a professional skin check by any means possible – whether it’s through a TAL SpotChecker pop up, via mobile skin check app, Firstcheck, or through helping them to book a skin check at their nearest GP.
Communications Agency: Illuminate
Engagement Marketing Agency: Banter
Production company: Flint Productions
Director: Jonathon May