HIT UV FOR SIX

Client: Cancer Institute

Agency: OMD

What better vehicle to promote sun safety messaging than English International cricket stars? As a way to promote positive safety messages whilst leveraging its sponsorship of BBL 18/19, the NSW Cancer Institute launched this playful, “how to” guide focused on delivering 5 sun safe tips. Slip, Slop, Slap, Seek and Slide.

Based on the insight that English visitors all too often underestimate the severity of the Australian climate and, playing on the ever-present sporting rivalry between Australia and England, the campaign features English cricket players being “dismissed” for not adhering to the conditions whilst in Australia.

The campaign features the legendary voice of Australian cricket, Bill Lawry as well as England captain Joe Root and other British players Jos Butler, Joe Denly and Tom Curran.