Cancer Council 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.
Crafting of a campaign slogan.
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.
Campaign media release and factsheet to distil information to journalists.
Creating kid-friendly, educational editorial for FactorX.
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.