Pretty Shady

Battling skin cancer with fashion, gelato and Major Lazer.

Transcript

1. Battling skin cancer with fashion, gelato and Major Lazer.
2. Australia has the best weather in the world.
3. Australia has the highest rate of skin cancer in the world.
4. 2 in 3 Australians will be diagnosed with skin cancer during their lives.
5. Skin cancer is the most common cancer affecting young Australians.
6. Young people are the most at risk.
7. Youth think they are bulletproof. Even if they are awareof the danger, their behaviorremains unsafe.
8. Cancer Institute NSW exists to change this behaviour.
9. Our challenge was to create a social campaign for CINSW that changed young peoples’ behaviour in the sun.
10. Young people are nottalking about skin cancer in social media. They are enjoying cool content...
14. CINSW must credibly participate in this media landscape. How?
15. CINSW wants young people to do five things: wear a hat, sunglasses, tshirt, sunscreen, plus stay in the shade.
16. To change young peoples’ behaviour we must get them to:
17. These social movements successfully got young people to do something.
18. We were also inspired by streetwear labels which create strong social movements among young people.
21. Idea: create a new streetwear label that stands for sun protection, and build a social movement around it.
22. Cancer Institute NSW
24. Pretty Shady makes the five products that protect you from the sun.
26. We collaborated with influencers to raise awareness of Pretty Shady.
27. Surrounding these influencers was an army of bloggers.
28. Pretty Shady directly encourages behavior change through wearing the five sun protection products.
30. Pretty Shady enables CINSW to reach youth via channels traditionally unavailable to them.
31. Music video.
32. Street posters.
33. Instagram.
34. Lifestyle editorial.
35. Music festival partnerships.
36. Events and activations.
37. Even a summer-long partnership with Australia’s biggest gelato chain.
38. We successfully created a social movement around Pretty Shady.
39. Awareness of Pretty Shady amongst NSW 18-24s reached 40%.
40. 67% said Pretty Shady motivated them to protect themselves from the sun.
41. 71% said Pretty Shady made them think that by protecting themselves from the sun, they could avoid melanomas.