CAN required a major shift. A bold, modern and flexible visual system and website was created to speak to their varied audience.
The UV Daily With Sonny Burns
The biggest misconception with regards to the dangers of sun exposure is the common association with heat rather than UV rating. It just seems natural that we would cover-up on a hot sunny day, when in fact some cloudy cooler days are significantly more dangerous. For those working outdoors this can be life threatening.
Cancer Council WA seek to raise awareness around UV with a targeted campaign for all tradespeople and individuals working outdoors, promoting a message of prevention over cure.
After AB testing our campaign ideas with focus groups, we discovered that in order to resonate with the audience, humour would be the key. They were also not interested in being lectured to, instead they preferred a simple daily reminder.
The final result was Sonny Burns, a larrikin tradesmen and self-appointed UV spokesperson taking on the challenge of reminding his fellow tradies of the dangers of UV exposure.
Sonny Burns takes centre stage across radio, social media and a new website. He’s the tradies weatherman, providing workers with updates on the level of protection required for the day. The message is simple; a quick reminder to grab that wide brimmed hat or slap on some sunscreen.
Sonny shares his tips, reminders and stories across all mediums and encourages tradies to visit the UV Daily website for the daily forecast and tips on what to wear.
The radio campaign targets tradies on their way to work, offering, them a quick reminder to grab that wide brimmed hat or slap on some sunscreen based on the days UV index rating.
The digital strategy had a mobile first approach, knowing that majority of our target market would be accessing social media and the website via their smartphones, it was essential that the mobile site was functional, user friendly and informative.
The site is also intended to be a rich information source on the risks and facts around skin cancer within Australia. It aims to educate and provide next steps to those seeking them.