The Little Red Company
Sheppard-ing Queenslanders to Slip, Slop, Slap, Seek and Slide
Cancer Council Queensland
Charity
Spreading the word of summer sun safety around Queensland
Cancer Council Queensland’s (CCQ) 2021 summer sun safety campaign was fuelled by star power. Internationally renowned musician and homegrown Brisbane icon Emma Sheppard was appointed CCQ’s summer ambassador to remind Queenslanders about the importance of understanding the UV Index.
Aruga created the campaign tagline: “Check the rays. Get the most out of your days.” and employed a holistic PR approach incorporating print, broadcast and online pitches.
Armed with a bona fide star and a memorable slogan, Aruga coordinated a photoshoot to produce a suite of high-quality imagery, a video news release (VNR) package and a 15-second social media video.
It was a match made in heaven: aligning with Emma added glamorous flair to CCQ’s summer campaign and made its message fashionable for a youthful, sun-loving demographic.
Results (media relations)
11
media clips
1.6M
audience reach
3
social posts
Results (ambassadors)
3
social posts
42.2K
audience reach
2.64%
engagement rate
Results (content shoot)
5
collaborators
6
cross-promotions
106K
audience reach
Deliverables
Creative
Crafting of a campaign slogan.
Content
Content shoot featuring ambassador Emma Sheppard to produce a video news release (VNR) package, a suite of campaign imagery and a 15-second social video.
Copywriting
Campaign media release and factsheet to distil information to journalists.
Design
Creating kid-friendly, educational editorial for FactorX.
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Aruga’s expert creatives did the groundwork to create a memorable campaign slogan for media outreach: “Check the rays. Get the most out of your days.”
Facilitating an eye-catching content shoot with ambassador Emma Sheppard to add celebrity sparkle to a timely news and education piece.
Ensuring campaign messaging reached all sun-seeking demographics thanks to a broad range of coverage from a FactorX colouring-in page to a myth-busting conversation on ABC Radio.
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