DON'T BE A VICTIM by Euro Rscg Sydney for Cancer Council WA

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DON'T BE A VICTIM

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Industry Against Cancer
Media Promo & PR
Market Australia
Agency Euro Rscg Sydney
Executive Creative Director Rowan Dean
Released October 2009

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.