By creating a new lifestyle brand, we encouraged youth to change their behavior and wear sun-safe products. Plus, we were able to create engaging content to run across digital, social, mobile, ambient and PR channels, plus music festival sponsorships.

This resulted in Pretty Shady becoming part of pop culture conversation. Youth talked about Pretty Shady in social media, and we delivered earned media across channels that traditional sun-safety campaigns could not reach.

This activity made Pretty Shady a movement: youth could actively get involved and be part of the generation that stopped skin cancer, one summer at a time.

1) Pretty Shady created viral reach through social media: just on Facebook, it reached 8million Australians (34% of the population). The combined footprint of our influencers’ social channels was 1.4million people; on Instagram alone, their posts generated 100,000+ likes.

2) Pretty Shady changed the behaviour of young Australians: amongst those who experienced the campaign, 47% said they would increase their level of sun protection.

3) Pretty Shady was particularly effective at changing the behaviour of those with ‘pro-tanning’ attitudes: amongst those who experienced the campaign and who thought tans were fashionable, 80% said they would use Pretty Shady products.