The sun gets its own horror movie in Queensland Health’s latest sun safety campaign via CHEP Network Brisbane
Queensland Health and CHEP Network Brisbane have today launched a new sun safety campaign in a bid to reduce the risk of skin cancer across the state.
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.
Utilising well-known horror tropes including a spooky young girl, a foreboding elderly lady, a bathroom mirror scene and 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.
Says Phil Shearer, executive creative director, CHEP Network Brisbane: “Our audience know they need to be sun safe. Unfortunately they’re not putting that into action in their daily behaviour. 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.”
The campaign launches today across online video and audio, social media and a range of out-of-home placements.
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
16 Comments
Fantastic!
PARKO
it’s good
Love the tone, brave to put this idea on the table. Glad to see it get up!
These don’t feel like horror at all?
And what’s with the quote from the sun?
Feel like there was a really interesting angle here, but using villains to convey the advice of health authorities is weird?
Suspect client had mandatory things to say on the brief (“Slip slop slap”) which were an after thought. Shame.
There may be an idea in here somewhere, but that was just a jumbled mess of an ad.
This is how Sunny Death Metal would have turned out if it had ever been anywhere near an actual client.
Getting a statutory authority like Queensland Health to buy this is truly an achievement.
ho ho
Thought this was going to be great. But its a bit confusing having a quote from the Sun as a movie reviewer. Shouldn’t the sun be scary as F*#K.
But there’s arguably nothing scarier than an opinionated movie critic with Internet access.
In a place where everyone has grown up with lots of sun aren’t we telling everyone something they already know? Actually does any Australian not already know that sun exposure is dangerous?
People are idiots and they need reminding. Especially the growing ‘sunscreen is dangerous and getting lots of natural sunlight is actually quite healthy’ crowd.
Bring her back
Weird ads about the sun. Guess you guys have a lot of it.