Australia has the highest rate of skin cancer in the world. It's also the most common cancer affecting young Australians. To help raise awareness and reduce skin cancer across the state, the Cancer Institute NSW (CINSW) enlisted Soap Creative to change young peoples attitudes towards sun safety. I worked with the Soap team on multiple campaigns for CINSW over the past five years helping develop brand assets and creating designs for outdoor advertising.
I worked with the Soap team to help create Pretty Shady – a lifestyle brand that makes good-looking products to protect you from the sun. We empowered young people with the knowledge to stop skin cancer by rewarding them them with Pretty Shady gear and encouraging them to spread the word through their social channels. Celebrity brand ambassadors were also enlisted to help promote the sun smart message.
A key feature of the Pretty Shady campaign for the past three summers has been the innovative Bondi beach claw machine – A custom built bus shelter developed with in-conjunction with JCDecaux. I designed the artwork for the unique old school 'lucky grab' game that dispenses free Pretty Shady gear to commuters and passers-by, as well as playfully engaging them with a serious sun safety message.
In recent years, the focus of the campaign has shifted to raise awareness of the potentially deadly health consequences of overexposure to ultraviolet radiation (UVR). Your Time In The Sun is a campaign that encourages young people to feel what it’s like to have their time around the sun cut short – before they achieve their life goals. I designed the outdoor advertising for the campaign including dynamic digital outdoor which displays the current UVR index for the surrounding area.