NSW Cancer Institute uses real-time UV levels to deliver sun-safe messages to the public

The Cancer Institute of NSW will deliver sun smart messages via JCDecaux’s digital network that uses real-time radiation levels to remind the public to stay protected from the sun.Cancer Institute

Acting as a UV alert system based on real-time radiation levels, the campaign, created by UM and Soap, will alert passers to the damaging effects of UV ray exposure and provide solutions to stay protected.

Panels will provide daily morning reports of the maximum UV levels expected switching later to mid-morning reports of the current levels.

Emphasising the seriousness of the campaign, panels will replicate medical journal pages to provide real alerts, practical tips and information on when people are most at risk.

The panels will then reiterate the overall campaign message once the UV levels have reached their lowest.

Five rotating messages of the sun smart message slip, slop, slap, seek and slide will also be displayed throughout the day.

In partnership with JCDecaux, UM and Soap, the messages will be delivered through JCDecaux’s SmartContent scheduling platform.

The custom UV Index data source will be displayed on Digital Citylights’  panels throughout Sydney’s CBD and popular summer hang out areas.

Cancer Institute campaign

Alecia Brooks, portfolio manager skin cancer prevention at the Cancer Institute NSW, said: “This campaign aims to make young people understand that, as Australians, we spend a lot of our time in the sun and that we need to protect ourselves.”

The campaign aims to educate with the campaign message, ‘When you don’t protect yourself from the sun, UV can damage your DNA – that is how melanoma begins’.

“This installation is all about providing dynamic and location specific content to ensure people understand when sun protection is required and encouraging them to use it,” said Brooks.

Alan Klein, head of creative solutions at JCDecaux Australia, said: “Smart, dynamic, Digital Citylights campaigns that truly respond to location, environment and the audiences that surround them represent an exciting time for us.screen-shot-2016-12-02-at-10-59-38-am

“We are dedicated to working with important clients like the Cancer Institute to push the boundaries of this technology in order to inform and educate via the delivery of truly connected, responsive campaigns.”

The panels are located at Martin Place, Darling Harbour and Pitt Street Mall until Tuesday December 13.



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