Summer gets everyone excited about barbecues but the fair Irish skin doesn’t cope particularly well with standing outside while grilling. Death rates in Ireland from melanoma are one of the highest in Europe and the rate of cases is on the increase.
Getting people excited about sun protection is a challenge but Rothco has used three irresistible lures in its skin cancer prevention campaign for The Marie Keating Foundation – the barbecue, the online cooking tutorial and popular Irish TV presented and chef, Donal Skehan, who is known for his television series, cookbooks, and popular foodie YouTube channel.
The video, Don’t Cook Yourself, appears at first to be a how to barbecue tutorial in which Skehan demonstrates how to have the best, stress-free barbecuing experience – every time. That is until he reveals the one essential barbecue ingredient, the BBQ for Life sunscreen, which he then explains how to apply. The BBQ For Life sun cream will be distributed to influencers to help spread the message across social media.
In addition to the online film, “anti-cooking instruction” stickers and leaflets (health warnings) will be placed on the most popular BBQ items – a collective of some of Ireland’s most reputable butchers have included them in home-delivered DIY BBQ boxes. The stickers and leaflets will carry the campaign message, Don’t Cook Yourself, accompanied with advice on how to be sun safe while barbecuing, and will be made available through FX Buckley butchers, Asador, Old Street, and Smokin’ Bones, who are partnering with the Marie Keating Foundation for this campaign. Through a partnership with skincare company, La Roche-Posay, sunscreen will also be included with these BBQ boxes, to reinforce the need to make it part of the BBQ ritual.
Stephen Rogers, creative director at Rothco, commented, “When the Marie Keating Foundation told us that death rates in Ireland from melanoma skin cancer are one of the highest in Europe, the team was genuinely shocked. Ireland’s attitude to the sun is deeply ingrained and has been formed over many years of disappointing and washed out summers. We have a perception that “our” sun is harmless and a bit of a joke. We realise changing these behaviours for good is a long-term goal, but where better to start the journey to better sun-safe behaviour than with Irish men. We knew that if we could hack an everyday activity like the summer BBQ and get our message in the right place at the right time, we had a better chance of it having an impact.”
Jennifer Cimerman, senior communications manager at Marie Keating Foundation, added, “Going out with a melanoma skin cancer campaign over a summer that’s anything but normal, we knew it was critical to delivering the message in a way that would cut-through, without being heavy-handed even though the subject is deadly serious. With Irish men as our primary audience, we worked with Rothco, part of Accenture Interactive, to create Don’t Cook Yourself, targeting the ritual of barbecues, which are such a quintessentially summer activity. Knowing how much care and attention is put into selecting meats, making marinades and rubs, monitoring cooking times, etc. we’re making it clear that just as much attention needs to be paid to protecting yourself and being SunSmart when you’re outside. With this campaign, we’re not just telling people to change their behaviour, but enabling it too, which is hugely important.”
The campaign, Don’t Cook Yourself, was released on social media channels on Thursday, July 30.
Agency: Rothco, part of Accenture Interaction
Executive Creative Director: Jen Speirs
Creative Director/Art Director: Stephen Rogers
Senior Copywriter: James Pash
Copywriter: Elaine Joyce
Agency Producers: Karina Cotter, Emma Ellis & Jill Jordan
Design Director: Shane O’Riordan
Senior Designer: Diogo Periera Dias
Finished Artist: Gerry Cole
Print Producer: Willie Byrne
Digital Creative Lead: Torlogh O’Boyle
Account Director: Emily Lyons
Senior Account Manager: Joanna Cawley
Account Executive: Laura Redden
Strategy: Tara Finnegan
Social Lead: Colm Cusack
Digital Media Consultant: Chris Gaynor
Director: James Fitzgerald through Antidote
Editor: Cris Schmidt
Client: Marie Keating Foundation