Excellence in Media Relations - UK

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.