Melanoma Institute Australia asks Australians to leave their hat on to tackle cancer
‘Leave your hat on’ is the message of a Melanoma Institute Australia campaign raising money for melanoma research.
Featuring former Hi-5 star Casey Burgess, the one-minute ad opens with Burgess dancing at dusk and singing her rendition of Joe Cocker’s ‘You Can Leave Your Hat On’.
Created by Mike Perry, the ad finishes with Burgess standing in the doctor’s room with a huge scar on her back as the doctor says “We have to keep fighting the melanoma”.The ad, which largely targets Millennials, concludes with the start warning: “Melanoma kills more 20 to 39 year old Australians than any other cancer.”
Carole Renouf, CEO at Melanoma Institute Australia, said in a statement: “Quite simply, melanoma kills – and young people in the prime of their lives are at greatest risk. Yet safety messages do not necessarily percolate.
“If we are to save the lives of young Australians, we need to grab their attention and connect them emotionally with our message about being aware of changes to their skin and the possible consequences. And we also hope to engage them with the opportunity to support melanoma research in a fun way.”
Perry said: “The power of the commercial lies in its subtlety and surprise element achieved through contrasting the carefree, hedonistic attitude of youth with the harsh reality of a melanoma diagnosis that won’t go away.”
The one-minute ad will roll out across social channels with the 30-second commercial will air on television.
Don’t waste money on an ad campaign. Bribe a few politicians to pass a law making hats compulsory. And fine people for not complying. It worked for bicycle helmets.
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