Skin Cancer Prevention Campaign

Dumburn campaign HPAWith summer at its hottest HPA is launching a new campaign, ‘What’s your look? – don’t make it #DumbBurn’. This new campaign encourages young people to avoid getting sunburnt. It will run through until mid-March.

Who is the campaign aimed at?

The campaign targets young people in the 18 to 24 age group in social or workplace settings. This is when young people are more independent and evidence shows that they are at greater risk of sunburn through over exposure to ultraviolet radiation (UVR).

Why focus on sunburn?

Research shows that although most young people know how to protect themselves from the harm of UVR, they often don’t take the required steps to do so. Therefore while previous campaigns have focussed on how to protect yourself (Slip, Slop, Slap and Wrap), this campaign focuses more on what motivates the target audience to be SunSmart. The insight we are focussing on, is that young people are motivated to be SunSmart by the immediate consequences of getting sunburnt ie, pain and inconvenience to their life, embarrassment, and appearance based cues such as unattractive tan lines, peeling. While young people have some awareness of the harm of UVR, the possibility of developing skin cancer in the future, is not as motivating to them, as the more immediate consequences of sunburn.

The campaign

The campaign uses outdoor advertising (particularly in areas within 500m of parks, beaches or playgrounds, hardware stores for workers and DIYers, plus high foot traffic areas where people are out in the sun). It also uses highly targeted Facebook, Instagram and YouTube channels.  The campaign will also be communicated through HPA’s workplace channels.

Key messages

The key messages of the campaign are as follows:

  • Not protecting yourself from ultraviolet radiation gets in the way of fun – it’s painful, a real hassle and is not a great look in front of your mates.
  • Protect yourself in the sun. Be SunSmart Slip, Slop, Slap and Wrap.
  • For more see SunSmart.org.nz

Get behind the campaign - promotional resources available

The real power of a campaign such as this, is when organisations use their own channels to spread the message. So HPA have created a full suite of free promotional resources for you to use. These include three video advertisements, posters and online banners. There are also resources for workplaces where people work outside. To see the full suite of campaign resources on the campaign page click here

For those wanting to share the campaign with people they work with, here are some suggestions for using the videos, posters, and graphics:

  • share the campaign on your social media channels by posting the campaign videos.
  • promote the campaign on your website or in your next newsletter, and include some things that young people can do to be SunSmart this summer, see www.sunsmart.org.nz for more ideas.
  • display the posters around your workplace where young people can see them.

Let’s all be SunSmart this summer. Protect yourself from harmful ultraviolet radiation that can cause skin cancer and Slip, Slop, Slap and Wrap.

NOTE: The only limitation is regarding talent agreements with the collateral which stipulates some restrictions for showing the You Tube clips at large scale paid events (use of the posters and social media content is fine and events that are free to the public are fine too).