SunSmart for Schools
DM & EDM Campaign

Brief:

Increase uptake of the Cancer Council NSW sun protection ‘SunSmart’ program amongst primary schools, with a DM and EDM campaign to principals, using its ambassador Australian cricket captain Michael Clarke.

Idea:

Daisy had created the previous year’s SunSmart enrolment campaign, dramatically increasing primary school uptake of the program to 67% in NSW. Our challenge was now to get the ‘late majority’ who had ignored previous comms. Our idea was to use a cricket scoreboard to show how many other NSW schools had already signed up, to reassure the remaining schools that they should too. This strategy worked, hitting the ambitious target of 75% uptake in NSW.