In a bold move to combat skin cancer, Queensland Health and CHEP Network Brisbane have launched a sun safety campaign that takes an unconventional approach. The campaign, designed to resemble a horror film, portrays the sun as a killer, aiming to engage the 18-34 age group - a demographic for which melanoma is the most diagnosed cancer.

The campaign unfolds through a series of trailers and promotional posters that tell the chilling tale of four friends who encounter the lethal dangers of the sun. By leveraging horror tropes, the campaign seeks to capture the attention of a notoriously difficult audience and drive home the message of sun safety.

The campaign's tagline, 'You do the 5. You Survive', promotes five key sun safety measures: slip on a shirt, slop on sunscreen, slap on a hat, seek shade, and slide on sunglasses. This message is being disseminated across online video and audio, social media, and out-of-home placements.

Phil Shearer, Executive Creative Director at CHEP Network Brisbane, said: 'Our audience know they need to be sun safe. Unfortunately they’re not putting that into action in their daily behaviour. It’s scary. We knew we had to do something different to engage a notoriously difficult audience. So we made some scary film trailers to get under their advertising radars and remind them that the sun can actually kill.'