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Soap Creative creates Pretty Shady to promote skin cancer awareness

Digital agency Soap Creative has unveiled its first campaign for Cancer Institute NSW, launching a lifestyle brand, Pretty Shady, aimed at encouraging young Australians to be part of the generation that stops skin cancer.

Driving the multi-channel campaign is a “manifesto video”, directed by Josh Logue, set to the soundtrack of Gosling’s ‘Harvest of Gold’. The video features the brand’s ambassadors including Gossling, professional skateboarder Corbin Harris and pro surfer Ellie-Jean Coffey.

The video runs across cinema and TV.

Ross Raeburn, managing director at Soap Creative, said in a statement: “Cancer Institute NSW knew that a traditional TV campaign alone wasn’t what was needed to reach the youth audience with this message.

“Pretty Shady will engage young Australians with a rich mix of video and social content, PR driven by our collaborators, plus cool free stuff.  It’s an innovative approach that we’re confident that will, over time, change young Australians’ behaviour in the sun.”

The Pretty Shady brand will release five items each summer that protect you from the sun – shade, clothing, hats, sunglasses and sunscreens. This summer’s items were designed with collaborators from the worlds of fashion, music, sport and art.

Corbin Harris collaborated on the sunglasses, fashion blogger Nicole Warne is behind the beach umbrella, contemporary artist Anthony Lister  provided an original artwork for a bespoke t-shirt, Gossling is the face of the hat,  and Ellie-Jean Coffey endorses the branded sunscreen.

image5The items will be given away for free at the brand’s website.

Street posters, ambient advertising and digital activity will help drive the campaign across summer.  

Alecia Brooks, portfolio manager, skin cancer prevention at Cancer Institute NSW, said in a statement: “Australia has the highest rate of skin cancer in the world, and it’s the most common cancer affecting young Australians. But stopping sun damage stops up to 99% of skin cancers.  Soap Creative’s strategy for changing the attitudes of an audience that can be difficult to reach and engage really impressed us.”

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