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The Judges’ Special Award for Innovation

Sponsored by



by Reynolds-MacKenzie for Karen Clifford Skin Cancer Charity

Summary of work

Winner: Sunny-3

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 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 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.


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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:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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