Cancer Council Australia – End The Trend

Challenge

Young Aussies were engaging in dangerous sun behaviours like never before. We set out to reset the tanning narrative with Gen Zs, normalise sun safety, and empower them to feel confident in their own skin, to stop skin cancer rates from rising.

Idea

#EndTheTrend – a fully integrated, multi-channel campaign, led by influencers, followed by ATL advertising, partnerships with The ICONIC and Laneway Festival, amongst other activations. Our message was simple: End the Trend of Skin Cancer.

 

Results

  • 60 influencers engaged
  • 190 pieces of social content
  • 82% campaign recall from post campaign measurement focus groups, with significant improvements to sun-tanning attitudes and behaviour change

 

 

End The Trend - Influencer content
End The Trend - Influencer content
End The Trend - Maggie

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Herd MSL

Herd MSL is an public relations and integrated communications agency operating in Australia and New Zealand that provides strategic counsel and creative thinking. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.

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