Citrus launches ‘A Summer to Remember’ Facebook campaign for Cancer Council Victoria
Melbourne digital marketing agency Citrus has today launched the Facebook presence of SunSmart Victoria with a promotional campaign, ‘A Summer to Remember’.
The Facebook promotion is designed to engage adolescents and young people (16-24) at a time when they are at risk of demonstrating low sun protection compliance.
The central campaign message draws on the finding that melanoma, caused by exposure to the sun’s ultraviolet radiation (UV), is the most common cancer in young Australians aged 13 -24 years.
The campaign is a reminder that tans and memories may fade but your skin remembers everything – all the sunburns, tans, solarium visits or just simple day-to-day time spent outdoors without sun protection. It all adds up, increasing your risk of skin cancer.
Citrus devised a campaign which ties together the message that your skin remembers each exposure, with a key aspect of summer fun – creating new memories and reminiscing about great summer moments.
‘A Summer to Remember’ asks its audience to share pictures of their favourite SunSmart summer memories, whilst being reminded of the central message through the campaign tagline, ‘Your skin remembers’.
The promotion is housed within a Facebook App at Facebook/SunSmartAus.
Staged across the summer months of November through to early February, the campaign will be refreshed each fortnight to maintain momentum and interest.
Across 5 rounds, the entry focus will shift through the 5 key SunSmart
messages – Slip, Slop, Slap, Seek and Slide. Prizes are aimed at creating quintessential summer experiences in Victoria and range from music festival tickets to surf lessons, skateboarding hardware and a country racing event.
In addition to the design, development and deploy of ‘A Summer to Remember’, Citrus will also manage SunSmart’s Facebook content strategy and community management.