badc

Despite traditional campaigns spending millions on sun-safety messaging, skin cancer cases – and deaths – are rising, particularly amongst younger Queenslanders. ‘Sunshine’ is a sun-safety message disguised as a horror movie launch campaign directly targeting 18-34 year olds. People thought they were watching trailers and seeing posters and ads for an upcoming film in which a group of four friends’ weekend away turns into a nightmare as their irresponsible sun behaviours come back to haunt them. These trailers were actually using cutting-edge neuroscience and the links between dopamine spikes in the brain and habit learning to change people’s sun-safe behaviour. The campaign reframed the 5 Ss for a younger audience – “SLIP. SLOP. SLAP. SEEK. SLIDE. You do the five, you survive.”