Millennials encouraged to consider a life cut short in skin cancer awareness campaign

The Cancer Institute NSW is encouraging millennials to consider what would happen if their lives were cut short, in a campaign for skin cancer awareness.

Cancer Institute NSW

The ‘Your Time In The Sun’ video spot created by Soap Creative features model and actress Caitlyn Paterson as she enjoys her ‘time in the sun,’ achieving life milestones and her personal ambitions.

However, the spot takes a confronting turn when her life is cut short by a melanoma that has spread from her skin into her organs.

The summer campaign aims to educate millennials about the seriousness of melanoma by playing on the insight that young Australians are ambitious.

Alecia Brooks, portfolio for Skin Cancer Prevention at Cancer Institute NSW, said: “This year we’re embarking on a thought-provoking campaign that aims to make young people sit up and realise that, yes, melanoma can happen to them. It’s about really driving home the seriousness of melanoma as a cause of premature death.”

‘Your Time In The Sun’ will roll out alongside Pretty Shady, the institute’s sun protection lifestyle brand which was launched in 2013, with the goal of changing perceptions about the dangers of melanoma.

Now in its fourth year, Pretty Shady was launched by Soap Creative with director Josh Logue, and continues to create sun-protection products.

As part of its 2016/17 launch, Pretty Shady will be driven by an influencer and native content strategy and will also involve shady ‘chill-out zones’ led by Ensemble for events and festivals in the summer months.

“We want to remind millennials of ‘incidental exposure’ this year – meaning it’s not just sunbaking on the beach that poses a danger, but also outdoor festivals, beer gardens, driving with an arm out of the window and other sporting activities,” Brooks said.

Josh Logue, director at Soap Creative, said: “This year we’re changing tack, supporting the ongoing work of Pretty Shady with a complimentary yet shocking campaign message that ‘your time in the sun’ could be cut short if sun-safe behaviours are not sought now.”

Brad Eldridge, executive creative director at Soap Creative, added: “We wanted to make a campaign that would work on multiple levels, mixing emotional and rational messaging. The film resonates with young people (and their parents) because it’s about how precious life is – it’s also beautifully crafted so it sits comfortably in the Pretty Shady world we’ve developed over the past three years with Cancer Institute NSW.”

The campaign will roll out via out-of-home, digital and social, with video testimonials delivering facts about skin cancer. It will also be supported by PR and a content seeding strategy via Magnum and Co, with agency UM leading digital, television, OOH and cinema.


  • Client: Cancer Institute NSW
  • Client Lead: Alecia Brooks
  • Media Advisor: Laura Kiely and Erin Manning 
  • Principal Talent: Caitlyn Paterson


  • Creative Agency: Soap Creative
  • Executive Creative Director: – Bradley Eldridge
  • Strategy Director: Alex Houghton
  • Account Director: Johan Borg & Sam Francis
  • Producer: Henry Hill
  • Copywriter: Bradley Eldridge
  • Copywriter: Michael Hughes
  • Design: John Westfallen, Brad James, Stefan Derewianka
  • Production Company: World Wide Mind
  • Director: Josh Logue
  • Executive Producers: Will Alexander / Michelle Parker
  • Producers: Alistair Pratten / Yvonne Ortiz
  • DOP: Simon Ozolins
  • Post-Production: Heckler
  • VFX Supervisor: Tom Corbett
  • Post producer: Alison Kennedy
  • Music and Sound Design: Electric Sheep

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