As it stands, Australia has the highest rate of skin cancer in the world. It’s the most common cancer affecting Australians. In fact, two in three of your friends will be diagnosed at some point in their lives. But change can happen. Stopping sun damage stops 95% of melanomas.
The campaign has been a great success with three sold out summer collections released to date.
Teaser phase: In the lead up to summer, there were strategically placed street posters everywhere. The posters had a massive Pretty Shady logo covering the faces of the yet to be annouced collaborators, to get people talking. The URL on the posters pointed to a teaser site with a countdown to summer.