Results and Effectiveness

We generated an unprecedented level of media interest in Bernard’s message generating front page headlines across many major Australian news and music sites. Our target wanted to hear Bernard’s story. By harnessing the star power of Powderfinger and driving the syndication of content across multiple media avenues we managed to conservatively generate 10 times the media spend in media and PR value alone! Importantly, we recorded the biggest increase in campaign recognition since Government skin cancer campaigning began - up 6% year on year. All of this translates to saving thousands of young Australian lives.

Creative Execution

Our strategy was to build our own live music event and importantly, film the event so we could exploit the content and our associated campaign message to a far greater teen audience. The concert attracted an unprecedented level of media interest. Bernard helped pre-promote the concert and our message across Australia – his personal story helped to generate front page headlines across the major Australian news sites. The concert and footage from the concert aired across TV, radio and online. We managed to secure a 30 minute prime-time segment on Australia’s second largest TV network, as well as “live” specials on Australia’s largest Pay Music Network. The concert was also broadcast nationally on radio. All of our content brought the sun-safety message to life in a compelling and believable fashion – Bernard’s personal delivery ensured our audience were ‘all ears’ for our key campaign messaging.

Insights, Strategy and the Idea

The brief from the Australian government was to make young Australians aware of the dangers of excessive sun exposure. Research showed that young ‘Aussies’ believed that they wouldn’t be a victim because they were ‘lucky.’ They seemed to think that skin cancer only affects ‘unlucky’ people. We needed to prove to them that even lucky people can be unlucky if they don’t play safe in the sun. In fact, when it comes to skin cancer, luck isn’t even a consideration. We approached Bernard Fanning, leader of one of Australia’s most celebrated rock bands, Powderfinger, and asked if he’d help promote our cause. Tragically Bernard’s brother had died prematurely from skin cancer. For our audience Bernard was a lucky legend and his personal story of genuine interest. Working with Bernard & his band we designed an integrated communication program around an exclusive free Powderfinger gig that brought our message to life.