Our brief was to create an integrated campaign that changed the behaviour of young Australians by getting them to do five important things that protect them from the sun: wear clothing, a hat, sunglasses and sunscreen, and stay in the shade.
To tackle this problem we conceived an idea and a three-year strategy.
To change young Australians’ behaviour we created Pretty Shady – a lifestyle brand that, each summer, makes good-looking products to protect you from the sun – shade, clothing, hats, sunglasses and sunscreen.
These products were designed with the help of collaborators from the worlds of fashion, music, sport and art and were given away free at www.prettyshady.com.Wearing and sharing the products would help to change immediate behaviour, and show support for a much bigger movement – to be a part of the generation that stops skin cancer, one summer at a time.
Pretty Shady created viral reach through social media, reaching 8 million Australians. It was also successful in changing the behaviour of young Australians: among those who experienced the campaign, 47% said they would increase their level of sun protection.
Pretty Shady was particularly effective at changing the behaviour of those with ‘pro-tanning’ attitudes - amongst those who experienced the campaign and who thought tans were fashionable, 80% said they would use Pretty Shady products.
Finally, campaign brand awareness has steadily grown over the three-year period, with unprompted brand recall growing to 5%.
Pretty Shady will return for its fourth instalment in the summer of 2017 / 2018.
To learn more, visit the Soap Creative website.