The Work 2024 Contenders: CHEP Network
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is CHEP Network’s Top 3…
Queensland Health: Sunshine
CHEP Network
Skin cancer is the most common cause of cancer among 18–34-year-old Queenslanders. But despite decades of sun safety campaigns, people were tuning out. So we hacked the science of fear to get people to pay attention, creating a mock horror film, ‘Sunshine’, that used the tropes of the genre to show the horrors of skin cancer. Behaviour change takes time, but already Sunshine is outperforming previous campaigns, with 2m views (36% of Queensland’s population), 98.4% YouTube completion rate, and 107,000 site visits.
School Strike 4 Climate: Doctor’s Letter
CHEP Network
School Strike for Climate (SS4C) exists to empower young Australians to pressure politicians to act on the climate crisis. To drive earned media around the 2024 strike, we gave students permission to be absent with a sick note signed by a different kind of doctor: a Doctor of Environmental Science. In just one week, this simple, defiant symbol of activism gained 2.1bn impressions, $58m in earned media, and coverage in 26 countries, all with $0 media spend.
Australian Organic Food Co.: Artificial Influencers
CHEP Network
Australian Organic Food Co was looking to expand retailer partnerships to reach more customers in a B2B campaign. In 2023, as social media was flooded with AI influencers, we saw an opportunity: to demonstrate that our food was so natural that artificial influencers couldn’t taste it. So instead of paying human influencers, we ran a recruitment campaign for artificial ones instead, inviting them to compete for the role of Artificial Taste Tester. The campaign cut through, achieving a 12x category engagement rate, and 60+ new stockists since launch.
The deadline for Campaign Brief’s The Work 2024 is Friday May 3. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.