In its third instalment, the Cancer Institute NSW’s ‘Pretty Shady’ campaign challenged JCDecaux to provide Sydney-siders with UV protection and shade from the harsh Australian sun.
Cancer Institute NSW, JCDecaux, UM, have teamed up to create custom-built SPF50+ sun screen dispensers, in addition to bus shelter wraps that shade commuters from damaging UV rays.
In a salute to the old-school ‘lucky grab’ crane arcade game, the custom-built JCDecaux Citylights dispenser panel – installed at Bondi Beach – is operated by a mechanical claw.
The unique dispenser mechanism is designed to grab the attention of passers-by, playfully engaging them with a serious sun safety message.
Bus-shelter wraps, including custom roof panels, have been installed throughout the CBD and summer hot spots to provide Sydney commuters with shelter from harmful UV rays and help to raise awareness of the ‘Pretty Shady’ sun smart message and overall campaign aim to stop skin cancer, one summer at a time.
“Pretty Shady takes a fresh approach to raising awareness and encouraging sun protection in young people,” Alecia Brooks, Portfolio Manager Skin Cancer Prevention, Cancer Institute NSW. “This installation is all about getting sunscreen into the hands of a generation who can work together to stop Skin Cancer one summer at a time.”
“Out of Home is now more than ever, an active medium that provides unique engagement opportunities that deliver real results,” said Alan Klein, Head of Creative Solutions, JCDecaux. “The Pretty Shady activity is the perfect example of how OOH can deliver a real value exchange by providing tangible benefits to those who engage or come into contact with the campaign. ”
As it stands, Australia has the highest rate of skin cancer in the world but change can happen.
Stopping sun damage stops 95% of melanomas, the deadliest form of skin cancer. By sharing this knowledge and acting upon it, the campaign aims to inspire this generation of young Aussies to make a difference and save lives.
The ‘Pretty Shady’ dispenser is live at Bondi Beach, with bus shelter wraps hitting the streets of Sydney’s CBD from 1 – 7 December.
A stylish arsenal of Limited edition, Pretty Shady sun protection items including hats, tees, sunscreen, sunglasses and beach umbrellas in tune with this summer’s style are also up for grabs from prettyshady.com.
For more information visit http://www.prettyshady.com