Cancer Council WA: DON'T BE A VICTIM

Credits & Description:

Category: Event and Field Marketing

Advertiser: CANCER COUNCIL AUSTRALIA

Product/Service: SKIN CANCER AWARENESS

Agency: EURO RSCG AUSTRALIA

Date of First Appearance: Nov 1 2009 12:00AM

Entrant Company: EURO RSCG AUSTRALIA, Sydney, AUSTRALIA

Entry URL: http://202.191.51.92/awards/cancer_council/

Executive Creative Director: Rowan Dean (Euro RSCG Australia)

Art Director / Copywriter: Alex Evangelinidis (Euro RSCG Australia)

Media placement: TV - Free To Air TV - 1 November 2009

Media placement: Web Banner - Internet - 1 November 2009



Describe the objective of the promotion.

To raise awareness around the impact, risks, and consequences of sun exposure, whilst also encouraging behavioural change. The key objective being to highlight the relatively unknown figure of 1700 deaths occurring in Australia each year.



Describe how the promotion developed from concept to implementation

The creation of a highly impactful event to confront all Australians. The installation of 1700 beach towels arranged in a grid-like fashion similar to a cemetery on Australia’s world famous Bondi Beach. Each towel representing one of the 1700 people killed by skin cancer each year.



Describe the success of the promotion with both client and consumer including some quantifiable results

The event generated enormous media attention for the Australian Cancer Council, providing the ultimate platform to launch Australia’s ‘National Skin Cancer Action Week’. From a total budget of $75,000 over $20 million worth of free media was generated, from national TV and radio news coverage, together with regional, national and global reports in press, online and social networking sites.



Explain why the method of promotion was most relevant to the product or service



Aimed at the broader community, the challenge was to specifically target the harder-to-reach 18 to 25 year old audience, who actively ignore existing messages. Emblazoned with a ‘crime scene’ chalk outline of a skin cancer ‘victim’ the installation created a strong visual link between Skin Cancer deaths and ‘murder’, drawing on pop-culture and crime scene references to create a relevant connection with the target audience. Relevance was proven with some 700 towels were taken by young teenage beach goers, leaving them with a personal and permanent reminder about the risks of sun exposure.