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Excellence in Media Relations - UK

Sponsored by


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 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

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

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

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253