With research showing that at least 95 per cent of skin cancers in Australia are preventable, it was clear that the sun protection message wasn’t getting through.
The problem was, how to deliver the message in a new and different way that would affect real change and not just a short-term spike in awareness?
We knew that people’s sun protection behaviour often stems from childhood. So we decided to tap into that window by creating a children’s book which parents could read to their kids to help educate them around sun protection from an early age.
Using UV ink to display hidden sun safe messaging, ‘Colin Splodge and The Sizzledodge’ came to life when exposed to sunlight.
Actress and mum of six Madeleine West was brought on board as co-creator of the book. We launched at the sunny North Bondi Surf Club to mums and bubs, with Madeleine doing a live book reading to guests. Media interviews post-event were secured with the Daily Telegraph, Mamamia and Woman’s Day.
The book continues provide an engaging tool, helping Australian families engage with their children in an entertaining way, whilst delivering a clear educational message. Plans are already underway for next year’s summer campaign.