Australia has one of the highest incidences of skin cancer in the world. Coming into the Christmas holidays – when Australians spend maximum time on the beach in the relentless summer sun – the task was to promote sunsafe behaviour while raising awareness and funds for Cancer Council Queensland’s cancer research and support services.

The Ugly Xmas Rashie was conceived in September 2015.

We partnered with Gold Coast-based manufacturer of performance swimwear, Kozii to produce a limited edition run of 3,000 to be ready for launch early November, with delivery for Christmas 2015.

All materials (footage, images, interviews etc) were created to be available as downloads from the Ugly Xmas Rashie website by the national media launch date, November 9.

The outstanding success of the 2015 campaign, (including data gathered) enabled us to move into large-scale production for Christmas 2016, with a new design and extended range. Cancer Council Australia will feature the Ugly Xmas Rashie on the front page of their catalogue (circ, 1million). In 2016, 70,000 rashies will be produced, generating $1.125million for cancer research and support services.