When winter officially arrives here in the Northern Hemisphere on December 21, 2016, our Aussie mates down under will just be starting their summer, and that usually means lots of rest, relaxation and recreation in the sun. More importantly, it means increased exposure to harmful UV rays. To call attention to this threat and ensure that citizens take the proper precautions, advertising agencies Soap, JCDecaux and UM have teamed up with Cancer Institute NSW, the government agency dedicated to lessening the impact of cancer on the community through prevention, detection, innovation, research and information, for a unique Digital Out-of-Home (DOOH) campaign that would do the job.
Using a custom UV Index data source through JCDecaux’s proprietary SmartContent scheduling platform to trigger “sun smart” messages based on real-time radiation levels, the digital display panels imitate the pages of an actual medical journal to alert pedestrians throughout Sydney and the Central Business District (CBD). In addition to providing UV reports throughout the day, the installations also include five rotating and alliterative slogans to make sure passersby remember to Slip (on a shirt), Slop (on sunscreen), Slap (on a hat), Seek (shade) and Slide (on sunnies).
After sundown, when UV levels are minimal, the panels’ messaging switches over to underline the overall campaign message—“When you don’t protect yourself from the sun, UV can damage your DNA – that is how melanoma begins.”
Alan Klein, head of creative solutions at JCDecaux, said, “We are dedicated to working with important clients like the Cancer Institute to push the boundaries of this technology in order to inform and educate via the delivery of truly connected, responsive campaigns.”
Alecia Brooks, Portfolio Manager for Skin Cancer Prevention at the Cancer Institute NSW, said, “This campaign aims to make young people understand that, as Australians, we spend a lot of our time in the sun and that we need to protect ourselves.”
The ‘smart’ sun message will remain displayed on Digital Citylights panels at Martin Place, Pitt Street Mall and Darling Harbour until December 13.