Queensland has the world’s highest rate of skin cancer. Kids grow up being sun safe, but as the influence of parents and teachers declines, they get slack. Research shows they know how to be sun safe, they just need reminding. So our challenge wasn’t to educate them, but engage them, on a regular basis. Since young people have zero interest in government safety messages, we created someone they would listen to — Sun Mum. She is big, hairy and terrible at every aspect of parenting except sun safety. We used online videos and a TVC to introduce her, then set her loose on the one platform teenagers use every day; the Sun Mum Weather Service is a weather and UV radiation forecast for young Queenslanders that lives in Facebook. The online videos have over 655,000 views, but more importantly 38,000 young Queenslanders now actually look forward to a government safety message every morning in their Facebook feeds.
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