QLD Health sun safety campaign subverts the horror genre via CHEP
Queensland Health is looking to engage young Australians in a new sun safety campaign that equates the ever present danger of the sun to a haunting.
The new work resembles a horror film, using well-known tropes of the genre to build tension – a spooky young girl, a foreboding elderly lady, a bathroom mirror scene and lots of screaming.
Other assets:
Slip 15″
Slop 15″
Slap 15″
Seek 15″
Slide 15″
With the tagline ‘You do the 5. You Survive’, the ultimate purpose of the campaign is to encourage 18-34 years old in the sunshine state to better protect themselves from the sun’s damaging UV radiation, as melanoma is the most diagnosed cancer amongst this age group.
It aims to remind young people of the importance of adopting the ‘five’ to protect themselves from the sun – to slip, slop, slap, seek shade and slide on sunglasses.
CHEP Network Brisbane executive creative director, Phil Shearer, said: “Our audience know they need to be sun safe. Unfortunately they’re not putting that into action in their daily behaviour. It’s scary. We knew we had to do something different to engage a notoriously difficult audience.”
“So we made some scary film trailers to get under their advertising radars and remind them that the sun can actually kill.”
The campaign launches today across online video and audio, social media and out-of-home.
Credits:
Client: Queensland Health
Senior Marketing Officer: Shahedah Sabdia
A/Marketing Team Leader: Hillary Bell
Marketing Manager: Heather Mcgregor
Agency: CHEP Network Brisbane
Managing Partner: Christine Gannon
Account Director: Alexandra Pavlos
Executive Creative Director: Phil Shearer
Senior Art Director: Shay Devery
Senior Copywriter: Chelsea Parks
Senior Producer: Elena Szymanski
Production Company: The Chop Shop
Director: Lav Bodnaruk + Mike Mier
DOP: Lav Bodnaruk
Post-production: The Chop Shop
Offline Editor: Steph Liquorish
Online Artist: Caleb De Leon
Colourist: Caleb De Leon
Sound Design: Folklore Sound Design
Sound Engineer: Thom Kellar
Media Agency: EssenceMediacom
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