Brands eye sun protection in summer campaigns

Rachael Micallef
By Rachael Micallef | 6 January 2016

Bupa and the Cancer Institute NSW have taken novel approaches to getting sun protection on the agenda as part of their marketing pushes over the summer season.

Bupa's campaign for its pet insurance, by CX agency Lavender, shows a group of “Sun Rescue Dogs” specially trained by dog wrangler Steve Austin to detect unprotected skin.

When they see an at-risk person the dogs run over giving sunscreen from bottles attached to their collars.

Meanwhile the Cancer Institute NSW has teamed up with JCDecaux, UM and Soap Creative to creative custom-built SPF50+ sunscreen dispensers in addition to bus shelter wraps that shade commuters from damaging UV rays.

The dispensers – which are vaguely reminiscent of old-school 'lucky grab' games – are at Bondi Beach, while bus shelter wraps have been installed throughout Sydney's CBD and summer hot spots.

It marks the third iteration of the Cancer Institute NSW's 'Pretty Shady' campaign.

“Pretty Shady takes a fresh approach to raising awareness and encouraging sun protection in young people,” the institute's portfolio manager, skin cancer prevention, Alecia Brooks says.

“This installation is all about getting sunscreen into the hands of a generation who can work together to stop Skin Cancer one summer at a time.”

The Cancer Institute NSW campaign will be back for a second burst on Tuesday 19 January.

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