GOVERNMENT TARGETS SKIN CANCER VIA BMF CAMPAIGN
Click here to watch 'Skin-Cancer-commercial'
BMF Sydney’s new campaign for the Department of Health and Ageing demonstrates the serious issue of skin cancer and encourages the Australian public and in particular youth to always prepare for sun exposure when going outdoors. The campaign is purposely created to capture attention, educate people on the cumulative effect of unplanned exposure and increase awareness of multiple sun protection behaviours.
BMF called upon its expertise in behavioural change communication to develop a strategic approach that will shift public attitude to address the issue of skin cancer. The youth market is one of the hardest target audiences to reach and past experience highlighted the need for a visceral creative device in order to achieve cut through.
The campaign utilises a diverse range of media channels from TV, cinema and print through to transit, outdoor posters and online.
Executive Creative Director: Warren Brown
Copywriter: Benn Sutton
Art Director: Grant Booker
Group Account Director: Nick Garrett
Account Manager: David Graville
Agency Producer: Ros Payne
Director: Tim Gibbs
Production Company: 8 Commercials