Sun safety is taught in Australia from a very young age, but as kids become teenagers, their priority shifts from sun safety to a million other things.
Getting teenagers to listen is a challenge and it’s easy to sound super lame. And when it’s the government telling you not to get a ‘tan’ — forget about it.
We created The Sun Mum Weather Service: 95 kilos of love and affection delivering a daily weather forecast to teenager’s Facebook news feeds.
The look and feel, tone of voice and casting were super important. If it feels even a little hokey, teenagers simply won’t engage. I wanted the campaign to have a lo-fi, scrapbooking, so-bad-it’s-good feel — something you’d expect to see from a doting and dorky mother with a beard. I drew inspiration from sites like Reddit and Imgur, as well as 1990’s homemaker magazines. Jonathan Drapes, Oliver Beeston and I co-wrote dozens of scripts for the TVC, online content and daily social posts, tweaking them on the shoot to better fit the talent.
The target of 10,000 subscribers was achieved in less than 4 weeks and during the campaign’s initial run, weekly reach was over 330,000 and online videos views were over 450,000. In late 2017 the Sun Mum campaign was finally retired, with over 51.5K Facebook fans and 1.8M YouTube views.
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