Effies
Australia
Dark Side of Tanning
Agency
The Campaign Palace
Client
Cancer Institute NSW
Awards
Gold
Government, Corporate and Social Services
Case Study
Summary
Our campaign aimed to achieve long-term behavioural/attitudinal change at a societal level, on one of Australia’s most ingrained national pastimes – sun tanning.
With an insight-driven campaign targeted at teenagers, arguably one of the most difficult demographics to deliver a health message to, we surpassed our goal by 1.5% in half the anticipated time ( the goal 3% decline in pro-tanning attitudes in 2 years – we achieved 6% decline in just one summer).
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| ECD/Chairman | Paul Fishlock | The Campaign Palace | |||||||
| Author | Kate Caughley | The Campaign Palace | |||||||
| Program Manager-Prevention | Anita Dessaix | Cancer Institute NSW | |||||||
| Program Manager-Screening Marketing | Margaret Hardy | Cancer Institute NSW | |||||||
| Research and Evaluation Co-ordinator | Donna Perez | Cancer Institute NSW |
Category Sponsors
Government-- Corporate and Social Services
