The sun stars in its own horror movie in QLD Health's latest sun safety campaign via CHEP
Phil Shearer: "We knew we had to do something different."
Queensland Health and CHEP Network Brisbane have jointly launched a sun safety campaign with the goal of minimising the risk of skin cancer across the state.
The campaign adopts a horror film theme to convey the dangers of Queensland's notorious sun. Through trailers and promotional posters, the narrative unfolds around four friends on a weekend getaway who confront the perils of a mysterious killer sun in various scenarios.
Employing classic horror elements like a spooky young girl, an ominous elderly lady, a bathroom mirror scene, and intense screaming, the campaign specifically targets 18 to 34-year-olds in Queensland. This age group faces the highest incidence of melanoma, the most diagnosed cancer within their demographic.
[embed]https://www.youtube.com/watch?v=x9Xi_hvqC7Q[/embed]
The campaign's tagline, "You do the 5. You Survive," aims to educate young Queenslanders on essential sun safety practices: slip, slop, slap, seek shade, and slide-on sunglasses. These measures are critical for skin protection, reducing the risk of skin cancer.
Phil Shearer, executive creative director at CHEP Network Brisbane, highlighted the urgency of the campaign, stating, "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."
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"So we made some scary film trailers to get under their advertising radars and remind them that the sun can actually kill.”
The campaign has launched online video and audio, social media and a range of out-of-home placements.
