CANCER COUNCIL
Developed in response to an industry brief from Saatchi & Saatchi as part of my postgraduate studies at the University of Melbourne, Every Day Is Sun Day was an integrated public relations campaign concept for Cancer Council Australia.
The campaign challenged the perception of sunscreen as a summer-only necessity, instead positioning sun protection as an everyday ritual. Working collaboratively, our team developed a communications strategy combining consumer insights, creative storytelling, brand partnerships, and experiential marketing.
Campaign Strategy &
Consumer Insights
The campaign began with an exploration of Australian attitudes toward sun protection, identifying opportunities to make daily SPF use more relevant to younger audiences.
Through audience segmentation, behavioural research, and market analysis, we developed a strategy centred on making sun protection feel approachable, accessible, and naturally integrated into everyday life.
Creative Development
Built around the message Every Day Is Sun Day, the campaign translated its central idea into a series of creative concepts designed to reach audiences throughout their daily routines.
Our proposed communications included outdoor advertising, public transport placements, influencer partnerships, and interactive coffee cup sleeves that responded to UV exposure.
Together, these touchpoints were designed to create a consistent, memorable brand experience across physical and digital environments.
Brand Activations
Beyond traditional advertising, the campaign explored opportunities to bring sun protection into everyday spaces through thoughtful brand experiences.
Concepts included a media launch featuring expert speakers, university-based SPF kits, and publicly accessible sunscreen dispensers. Each activation was designed to encourage engagement, build awareness, and make sun protection more convenient.
The project demonstrated how strategic communications and creative experiences can work together to influence consumer behaviour.