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
posted by CB @ 5:00 PM
15 Comments:
That's quite a gash she's got there.
I love it when power is used for good over evil.
Good work.
Isn't this ment to be a creative blog. What the fuck is this shit doing on here?
That end v/o made me laugh.
I think it's meant to be a demonstration of their "expertise in behavioural change communication", 3:52.
what sort of drop kick is blogging at 3.52am. Cancer's a serious issue for some people. It's a powerful, relevant spot.
What sort of drop-kick is blogging at 10:30am when they should be working?
Some of us live overseas now mate. Have you heard of it?
Not to be confused with this:
http://www.youtube.com/watch?v=yfyhJgVTZ5U
What is not clear is how the same creative execution can be sold into Canberra as being appropraite to both older smokers and teenage sun worshippers.
Why is the surgeon performing a wide excision on the mole? Safe practice would be to take the mole off with narrow margins for biopsy and only perform the wide excision if analysis revealed melanoma seeding. Research, research research.
Good One Booker
"what sort of drop kick is blogging at 3.52am?"
One that lives in London dumb shit.
I change the station when that comes on...
She's hot.
Shithouse art direction or am I the only person that noticed!
3:52am - I don't mind you having a rant, but please check your spelling... "ment"... should be "meant".
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