— PROJECT NAME
Pretty Shady
— ROLE
Sr. Copywriter
Australia has the highest rate of skin cancer in the world. It’s the most common cancer affecting young Australians, but even though they’re aware of the danger, their sun habits remain unsafe.
To change behavior we created Pretty Shady: a seasonal lifestyle brand offering good-looking products that also protect you from the sun. These products were designed with five influencers – and were given away completely free of charge.
Pretty Shady was particularly effective at changing the behavior of those with ‘pro-tanning’ attitudes: amongst those who experienced the campaign and who thought tans were fashionable, 80% said they would use Pretty Shady products.
