Junior creates ‘sun mum’ to nag young Queenslanders about sun safety

The Queensland government has unveiled a campaign which aims to get young Queenslanders concerned about sun safety.

The campaign, developed by Brisbane-based creative agency Junior, suggests that no one is better at nagging young Queenslanders about sun safety than their mum, but as that’s not working they’ve decided to replace her with “Sun Mum”.

“Sun Mum” is an unshaven man dressed as a stereotypical, traditional mother figure who yells at her teenage children to cover up and wear hats. The commercial ends with the tagline “now when it comes to sun saftey, she’ll be doing the nagging, don’t mess with sun mum”.

Queensland health marketing manager, Phillip Stork said in a statement: “It’s not a typical government sun safety campaign. But our research shows that it’s not education that young Queenslanders need, it’s engagement, especially young males. They know they’re meant to be sun safe, and they’re not opposed to it, they just need constant reminding.”

Sun Mum has her own blog in which she posts a daily weather report and UV alerts. She will also provide updates on Twitter and Facebook.

Junior creative director Jonathan Drapes said in a statement: “As a mother, she’s absolutely shithouse at every aspect of parenting, including social media, but when it comes to sun safety nothing gets past her.”

The full integrated campaign launches this week with content via Junior, Cru Digital, Mediacom, Fabric Films and Skeet Booth.


  • Art Director: Corey Silva
  • Copywriter: Ollie Beeston
  • Art Director: Mike Plumridge
  • Copywriter: Jonathan Drapes
  • Creative Director: Jonathan Drapes
  • Account Director: Jess Kolb
  • Agency Producer: Natasha Murray
  • Director: Charlie Fergusson
  • Producer: Krista Fergusson
  • Production company: Fabric Films
  • Photographer: Skeet Booth

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