To raise awareness around the impact, risks, and consequences of sun exposure, whilst also encouraging behavioural change. The key objective being to highlight the relatively unknown figure of 1700 deaths occurring in Australia each year. Aimed at the broader community the challenge was to specifically target the harder-to-reach 18 to 25 year old audience, who actively ignore existing messages.

The creation of a highly impactful event to confront all Australians. The installation of 1700 beach towels arranged in a grid-like fashion similar to a cemetery on Australia’s world famous Bondi Beach. Each towel representing one of the 1700 people killed by skin cancer each year.

The event generated enormous media attention for the Australian Cancer Council, providing the ultimate platform to launch Australia’s ‘National Skin Cancer Action Week’. From a total budget of $75,000 over $20 million worth of free media was generated, from national TV and radio news coverage, together with regional, national and global reports in press, online and social networking sites.