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Excellence in Digital Communications

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Highly Commended


by Reynolds-MacKenzie for Karen Clifford Skin Cancer Charity

Summary of work

Skin cancer is one of the most common forms of cancer in young adults. The charity SKCIN wanted a campaign to educate and raise awareness on the subject of sun safety in this hard to reach group.

A cheeky hoax campaign was developed using a combination of digital, social and traditional media relations to access the world of the young person. This included YouTube videos, e-commerce websites, a Wikipedia page, an exclusive editorial partnership with The Sun newspaper and sustained Twitter and Facebook campaigns.

This supported the launch of Sunny-3 (the hoax product) as a highly believable product with over 17,000 people, in only one week, requesting a free sample.

Judges comments

A brilliant and bold use of disruptive marketing that was geniunely customer-focused and must have taken a lot of courage to commission.

Stakeholder comments

Marketing director: The agency provided amazing support for this spoof campaign which successfully targeted young people and warned them of the dangers of over-exposure to the sun. It engaged with those most at risk and those most difficult to talk to via conventional methods. We are delighted with the results.

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

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