Effies
Australia
How We Tackled Young Australians’ Suntanning Habits: A Ticking Timebomb for Skin Cancer
Agency
Saatchi & Saatchi Australia
Client
Department of Health (Disability and Ageing & Cancer Council Australia)
Awards
Finalist
Social Media First
Summary
Facing high skin cancer rates, the "End The Trend" campaign tackled the ingrained cultural belief that suntans are more attractive. It influenced young Australians by using social herding theory, handing the mic to creators, and leveraging youth culture platforms. The campaign's phased approach, which included unbranded content, a creator challenge, and sharp messaging, was activated both online and in real life, with an ARIA Award-winning anthem. This strategy successfully shifted perceptions and led to a 33% increase in sun-protective behaviours among highly exposed young people. No Case Study Available.
Credits
| Lucy Haworth | Group Account Director | Saatchi & Saatchi Australia |
| Tim Marshall | Account Director | Saatchi & Saatchi Australia |
| Claire Webber | Strategy Director | Saatchi & Saatchi Australia |
| Avish Gordhan | Chief Creative Officer | Saatchi & Saatchi Australia |
| Mandie Van Der Merwe | Chief Creative Officer | Saatchi & Saatchi Australia |
| Piero Ruzzene | Creative Director | Saatchi & Saatchi Australia |
| Hannah Payton | Senior Copywriter | Saatchi & Saatchi Australia |
| Jake Blood | Senior Art Director | Saatchi & Saatchi Australia |
| Lauren Woods | Integrated Producer | Saatchi & Saatchi Australia |
| Richard Kettle | Client Partner | Spark Foundry |
| Josh Green | Strategy Director | Spark Foundry |
| Sergi Lau Soto | Client Manager | Spark Foundry |
| Steph Banno | Strategy Director | Herd MSL |
| Tammy Gerrety | Senior Influencer Director | Herd MSL |
| Laura Ryan | Director – Communication and Partnerships, Cancer Screening Programs Branch | Australian Government Department of Health & Aged Care |
| Merran Aguilera | Assistant Director – Communications and Partnerships, Cancer Screening Programs Branch | Australian Government Department of Health & Aged Care |
| Eliza Bush | Communications Officer – Communications and Partnerships, Cancer Screening Programs Branch | Australian Government Department of Health & Aged Care |
| Melody Chew | Director of Cancer Control Campaigns & Communications | Cancer Council Australia |
| Rob Tolan | Head of Marketing & Communications | Cancer Council Australia |
| Jayne Uthmeyer | Head of Digital Development | Cancer Council Australia |
| Amie Johnson | Senior Media & Communications Manager | Cancer Council Australia |
| Leah Eastment | National Campaigns Lead | Cancer Council Australia |
| Brendan Heys | Senior Marketing Manager | Cancer Council Australia |
| Mark Elkins | Senior Content Strategist | Cancer Council Australia |
| Nina Husaric | Digital Producer | Cancer Council Australia |
| Olivia Hart | Media & Communications Manager | Cancer Council Australia |
| Sofia Casanova | Communications Officer | Cancer Council Australia |
| Nick Harrison | Marketing Project Manager | Cancer Council Australia |
| Natalie Xenos | Senior Projects Officer | Cancer Council Australia |
| Josephine Mondino | Marketing Campaigns Officer | Cancer Council Australia |