Rather than preach about the dangers of too much sun exposure to teenagers, we decided to place Cancer Research UK’s messages directly into the mouths of those who they actually listen to… other teens.
We created ‘skindividual’, a campaign centred around a one-off gig with Ladyhawke, New Young Pony Club and Bombay Bicycle Club. There was only one ticket to the gig - in order to win it, individuals had to grow the largest guestlist made up of all their mates and spread the word through social media.
Rather than preach about the dangers of too much sun exposure to teenagers, we decided to place Cancer Research UK’s messages directly into the mouths of those who they actually listen to… other teens.
We created ‘skindividual’, a campaign centred around a one-off gig with Ladyhawke, New Young Pony Club and Bombay Bicycle Club. There was only one ticket to the gig - in order to win it, individuals had to grow the largest guestlist made up of all their mates and spread the word through social media.
A robust questionnaire ensured entrants were exposed to our messages and had to critically engage with their own skin type by declaring themselves a ‘skindividual’, someone who recognises their skin is unique and is proud to protect it.
Unity brought all acts on-board for free, and amplified the launch, guest-list races and the gig itself online and within the media, with highlights including all-day packages on Radio 1.
As a result, the post-campaign questionnaire showed that awareness of sun-danger increased by 20%, whilst the number of teens declaring their intention to protect their skin also rose.
We directly engaged a whopping 884,668 young people online with the campaign, with YouTube films created by the entrants, clocking up over 100,000 views.
Winner, EMEA Sabre Awards, Youth Marketing
Winner, Excellence in Healthcare Communications using Digital Media, Communiqué Awards
Finalist, PR Week Awards, Social Media