Australian Government Promo, Case study UNDER AN UNLUCKY STAR by UM

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Industry Against Cancer
Media Promo & PR, Case study
Market Australia
Agency UM
Client Service Director Simon Grace
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: Dec 6 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Client Service Director: Simon Grace
Strategist: James Sneddon
Planner/Buyer: Michelle van Eerde
Media placement: PR - Online - 02/12/2009
Media placement: Live Event - Live event - 06/12/2009
Media placement: Online broadcast - - 07/12/2009
Media placement: TV Broadcast - 9 Network - 12/12/2009
Media placement: Radio broadcast - MCN Take 40 Network - 16/12/2009

Results and Effectiveness
In harnessing the star power of Bernard Fanning, we managed to drive real cut-through and reach of our message. We generated 10 x the media spend in PR value. Importantly, we recorded the biggest increase in campaign recognition since government skin cancer campaigning began - up 6% year on year. All of this translates to saving thousands of young Australian lives.

Creative Execution
The concert attracted an unprecedented level of media interest. Bernard helped pre-promote the concert and our message across Australia – his personal story helped to generate front page headlines across the major Australian news sites. The concert and footage from the concert aired across TV, radio and online. We managed to secure a 30-minute primetime segment on Australia’s second largest TV network, as well as “live” specials on Australia’s largest Pay Music Network. The concert was also broadcast nationally on radio. All of our content brought the sun-safety message to life in a compelling and believable fashion – Bernard’s personal delivery ensured our audience were ‘all ears’ for our key campaign messaging.

Insights, Strategy & the Idea
The brief from the Australian government was to make young Australians aware of the dangers of excessive sun exposure. Research showed that young ‘Aussies’ believed that they wouldn’t be a victim because they were ‘lucky.’ They seemed to think that skin cancer only affects ‘unlucky’ people. We needed to prove to them that even lucky people can be unlucky if they don’t play safe in the sun. In fact, when it comes to skin cancer, luck isn’t even a consideration. We approached Bernard Fanning, leader of one of Australia’s most celebrated rock bands Powderfinger, and asked if he’d help promote our cause. Tragically Bernard’s brother had died prematurely from skin cancer. For our audience Bernard was a lucky legend and his personal story of genuine interest. Working with Bernard & his band we designed an integrated communication program around an exclusive free Powderfinger gig that brought our message to life.