Case History Database

Facing an epidemic of rising skin cancer, Queensland Health launched a brave public health intervention. The campaign harnessed fear-based neuroscience to break through the apathy of young Queenslanders, a group that sees tanning as fashionable and doesn't believe they're at risk. With a goal of changing attitudes, the campaign successfully reached its target audience and critically shifted concern about sun-safe behaviours. This work proved that a bold approach could shift attitudes, planting the seeds for future, life-saving change.