February saw The NSW Cancer Institute launch a sun safety campaign leveraging the climax of the Big Bash League and featuring a team of English cricketers.
The initiative, launched to coincide with the semi-final stages of BBL 18/19, aimed to promote positive sun safety by taking a playful approach to serious messaging.
The NSW Cancer Institute worked with OMD Create and Infinity Squared.
to create a ‘How To Guide’ that focused on delivering a set of five key sun safe tips based around : Slip, Slop, Slap, Seek and Slide.
The campaign was based around the insight that British visitors to Australia regularly underestimate the severity and the dangers of the Australian climate, whilst also playing on the long-time fierce/friendly sporting rivalry between Australia and England.
The creative features a team of English cricketers (England captain Joe Root, plus one day and test players Jos Butler, Joe Denly and Tom Curran) being ‘dismissed’ for not adhering to the conditions whilst in Australia.
The campaign, which features the voice of iconic Australian cricket commentary Bill Lawry, is built around a set of four separate spots – each featuring one of the English players.
The campaign was developed by agency OMD Create where the team was led by Thomas Hutley, while creative came from Infinity Squared, the director was Richard Vilensky, the creative director was Steven Thomson, the producer Melanie Reardon, the executive producer Dave Jansen and the editor was Cameron Drew.
Comment:
Fun, factual, educational, based on a solid insight and launched into a smart time zone leveraging a relevant sports property during the height of the Australian summer.
What’s not to like?
Links:
The NSW Cancer Institute
https://www.cancer.nsw.gov.au/
https://www.facebook.com/CancerInstituteNSW
OMD Create Australia
Infinity Squared
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