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.

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