QLD Government unleashes ‘Sun Mum’ in new campaign to encourage sun safety via Junior

| | 15 Comments

QH-sm-111.jpgA 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.

QH-sm-707.jpgSays 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