In a bid to address the still-rising skin cancer figures, independent agency HERO has created a behaviour change concept with a difference. At the request of the producers of ‘Skin Deep’, a 7News documentary that aired last night, HERO was charged with creating a more contemporary idea than the old Slip, Slop, Slap messaging.
The Home and Away Hijack sees an episode of the top-rating show filmed with two cameras – one of which is a UV camera that shows the damage the sun has caused to the characters featured. Viewers can see the difference by flicking between 7 and 7Mate or hitting the Brightness control on their devices. This message will also be amplified through key 7 celebrities and influencers.
Says Andrew Thompson, ECD, HERO: “It was lovely to be asked to help out, and ultimately help to save lives. We reckon the most effective ideas are at the intersection of creativity, culture and technology – so it’s been fun to take a simple thought and elevate it with scale using the might of the 7 Network.”
The on-air Hijack is backed up by real-life activations that allow people to see the UV damage for themselves using special UV cameras – and feel compelled to take sun safe actions.
The campaign is due to launch in Summer 2022/23.
This campaign caps off a number of recent high-profile new business wins for HERO, including The Langham Hotel, Henkel, Toyota, Maybelline New York and v2food.