Australia has the highest rate of skin cancer in the world, and it’s the most common cancer affecting young Australians.
‘Your time in the sun’ is a new skin cancer campaign developed by Cancer Institute NSW and Soap Creative, in collaboration with UM and Magnum & Co., to change young people’s behaviour in the sun.
'Your time in the sun’ refers to the idyllic time when you’re young, ambitious, and enjoying life to the full. It’s also a time when you’re at high risk of UVR overexposure, as you’re frequently outdoors.
Targeting young people, Soap developed an integrated campaign including a sixty-second film, a website (YourTimeInTheSun.com), dynamic banners and digital outdoor advertisements to display the current UVR index; plus short video testimonials in which young people affected by melanoma tell their stories.
‘Your time in the sun’ is the latest execution in an ongoing, multi-year strategy for Cancer Institute NSW to change young people’s behaviour in the sun.
Key results for the campaign to date:
1) Viral reach through social media, reaching 8 million Australians (33% of the population).
2) Among those who experienced the campaign, 47% said they would increase their level of sun protection.
3) Was successful in changing the behaviour of those with pro-tanning attitudes: among those who experienced our campaign and who thought tans were fashionable, 80% said they would use sun protection.