The idea was to create a sound that would be played at outdoor areas as a friendly reminder for people to protect themselves from the sun - then and there.The sound, known as the Sun Sound, launched at national surf events held at major Australian beaches as well as at schools, pools, parks and sportsgrounds. It was played on existing PA systems with integrated support from outdoor, press, radio, TV and online media. The sound itself can be easily downloaded by people and played on existing infrastructure.

The launch was news on every major Australian TV network, radio station and newspaper and made international news in 13 countries.

27,000 unique Google searches for ‘Sun Sound’ on the first day, as well as additional media coverage, equated to $3,000,000 in free media exposure.In a 2000 person survey, 96% of those found the Sun Sound helpful.A survey of 7000 students indicated a 40% change in attitude towards tanning from the previous survey.Due to the success of the initial launch the Sun Sound continues to spread to more venues.All this with only a $20k budget.