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Excellence in Media Relations - UK

Sponsored by

Sunny-3

by Reynolds-MacKenzie for Karen Clifford Skin Cancer Charity


Summary of work

Skin cancer is the second most common cancer in young adults, a notoriously hard-to-reach group. Sunny-3, a spoof product, was created to circumvent their defences and deliver sun safe messages.

Working closely with an exclusive media partner, the agency launched this hoax through traditional media – without being rumbled! By targeting The Sun newspaper, and meticulously shaping the tone of coverage, wheels were set in motion that led to a whirl of online media activity resulting in over 17,000 people – in just one week – clamouring for their free sample. The hoax reveal resulted in over 70 pieces of coverage with >100 million reach.


Judges comments

A unique campaign that was smart, clever and quirky. A cheeky spirited approach to get the message across. Excellent targeting of a captive audience and clever use of social media encouraging self-selection within the audience.

Stakeholder comments

Marketing director: The agency provided amazing support for this innovative spoof campaign, which successfully targeted young people, warning them of the real 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 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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