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.
Sun Mum Weather Service 04A Campaign
Gold 2014
Queensland Health
Sun Safety
http://www.facebook.com/TheRealSunMum
http://sunmum.com.au/sounds
http://sunmum.com.au/says
http://sunmum.tumblr.com/
http://sunm
Advertising Agency JuniorCru
Creative Director Jonathan Drapes
Copywriter Ollie Beeston, Jonathan Drapes, Corey Silva
Art Director Corey Silva
Agency Producer Natasha Murray
Account Service Jess Kolb
Client Marketing Manager Penny Paterson, Phillip Stork
Production Company Fabric Films
Director Charlie Fergusson
Producer Krista Fergusson
Post Production House The Post Lounge
Editor Sue Schweikert
Visual Effects Phil Radford, Nuala Sheridan
Sound/Music Studio The Post Lounge
Sound Designer Ben Stewart
Photographer/Illustrator Skeet Booth
Front End Designer Corey Silva
Developer Chris Purssell
Other Contributors
NB: there are 17 individual pieces for this entry; 5 x URL, 10 x videos, 1 x case study, 1 x print.
Entry ID 2062
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