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Despite years of sun safety ads, over 1,900 Australian lives are lost to melanoma each year. Queensland’s leading cancer researcher wanted a newsworthy way to promote its new melanoma predictor tool. Sandcastle Cemeteries appeared on popular Queensland beaches, delivering a powerful sun safety reminder when people needed it most. The outdoor activity was amplified via social and PR, reaching over 15 million people with an earned media value of over $2 million. More importantly, the predictor tool was downloaded 180,000 times – helping save countless lives in the future.