QLD Government unleashes ‘Sun Mum’ in new campaign to encourage sun safety via Junior
A tough problem calls for tough love. That’s the reasoning behind the new campaign developed by Junior to get young Queenslanders to be more sun safe.
The campaign asserts that no one is better at nagging them about sun safety than their mum, but that’s not working, so she’s been replaced. With Sun Mum.
Says Philip Stork, Queensland health marketing manager: “It’s not what we’d normally do for sun safety campaign. But our research shows that it’s not education that young Queenslanders need, it’s engagement, especially young males. They know they’re meant to be sun safe, and they’re not opposed to it, they just need constant reminding.”
Sun Mum has her own blog, which allows teenagers to get a daily Sun Mum weather report and UV alerts, amongst other things like videos, cake recipes, flower arranging tips and commentary on Lara Bingle. Teenagers can also tap into the updates via her ‘twitters’ and ‘facebooks’.
Says Jonathan Drapes, creative director at Junior: “As a mother, she’s absolutely shithouse at every aspect of parenting, including social media, but when it comes to sun safety nothing gets past her.”
The full integrated campaign launches this week via Junior, Cru Digital, Mediacom, Fabric Films and Skeet Booth.
Art Director: Corey Silva
Copywriter: Ollie Beeston
Art Director: Mike Plumridge
Copywriter: Jonathan Drapes
Creative Director: Jonathan Drapes
Account Director: Jess Kolb
Agency Producer: Natasha Murray
Director: Charlie Fergusson
Producer: Krista Fergusson
Production company: Fabric Films
Photographer: Skeet Booth
15 Comments
I am sure there will be haters who bag this campaign and call it a rip off.
As a parent, I think it is one of the best things on this blog…..
because it will work.
Thats why we do ads isn’t it ?
Brilliant. Love ’em.
Love it. Short, sharp, unmistakeable message.
Love it. Short, sharp, unmistakeable message.
what decade is…no wait, what CENTURY is this?
What your mom would tell you if your mom were a man.
I agree with mum. No normal person is going to go all ad-wanker on this shit and say: “hang on, I saw a very similar strategy and vehicle in an ad for another category FROM ANOTHER CONTINENT.”
Well done, Junior.
I don’t love it, but it’s memorable. A good quality for an ad to have.
I like it. It’s a message that just doesn’t get across in this country. Well done for having a bit of fun with it.
I love it. And judging by the facebook page, the kids love it too. Great work.
Beats the tripe out of the overthought and too clever by half “pretty shady” campaign!
S, you hit the nail on the head in your comment “… judging by the facebook page, the kids love it too….”
Creating safety-focused video content that kids actually enjoy watching is no mean feat. My hat goes off (um, figuratively speaking) to you Junior.
Is it one big gay joke, or is there a serious message here?
It may be odd, but it is bloody funny to watch. Thumbs up for a brilliant idea for sun safety awareness.
Cool