Case Studies
Company:
The Melanoma Foundation
What they do:
Founded in 1984 as the charitable arm of the University of Sydney, the Melanoma Foundation's main objective is to raise funds in order to foster prevention, treatment and research into melanoma and related skin conditions.
Objective:
The Foundation came to Marketing Eye with the desire to expand the scope of their work by increasing the Foundation's profile and focusing more on pro-active educational efforts.
The aim was to maximize the exposure of the 'prevention' and 'early detection' adages of the Foundation and to decrease the alarming number of Australians dying from melanoma each year.
Solution:
Marketing Eye spearheaded the creation of a major national television, press, PR and online campaign launched in March 2006, which highlights the dangers of melanoma and the prevention measures that need to be taken.
The campaign featured moving stories of young Australians, some of whom have lost their battle with melanoma, others who are continuing to live with the disease, and uses footage from a 60 Minutes story produced by Stephen Taylor with interviews by Tara Brown.
The messages will play across the networks as Public Service Announcements, with discussions underway to broaden their reach through cable networks and cinema.
Marketing Eye has also been working with the Foundation to develop partnerships with the corporate world, maximize the Foundation's presence at outdoor events and foster a high-profile Ambassadorship role.
Result:
Initial testing of the PSA executions have returned solid results in terms of message recall and the ability to affect behavioral change. With the full campaign launching only days away, we will soon be able to establish effectiveness by quantifying the numbers of Australians seeking skin-checks, as a direct result of the Melanoma Foundation campaign.
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