Sunburn is not OK. That people still get surprised when it happens is something that Banana Boat wants to amend. That it happens to their kids makes that want urgent.
But how do you get Australian adults to pay attention to a message they think they’ve heard before? J.Walter Thompson Sydney’s answer is ingenious.
Banana Boat’s sun safety campaign leads with a children’s book. Parents read to their kids, yes? And if that wasn’t unusual (and clever) enough, the book has its own special twist.
Colin Splodge and The Sizzledodge is printed using UV activated ink, so that elements of the story and lead character, The Sizzledodge, only appear when exposed to the sun, delivering key parts of the message. It features the story of Colin Splodge on a trip with his family to the beach and the fantastical hero, The Sizzledodge.
The engaging campaign aims to educate families on how to protect themselves in the sun.
The Sizzledodge also stars in a digital advertising campaign created by Webling and a partnership via Mamamia, where people can order the limited edition book. Both are supported by PR and launch event activities provided via H+K Strategies. The book was launched with a book reading by mum of six, actress and writer, Madeleine West.
Of course, The Sizzledodge campaign aims to build Banana Boat’s credibility and appeal, but it also intends to minimise the risk that people face by incorrect, or infrequent sunscreen application.
“We know through research that while people know to wear sunscreen, they often don’t use the right amount and when to re-apply. We want to help educate families so that they can continue to have fun in the sun, but in a responsible way,” explained J Walter Thompson group digital creative director, Jay Morgan.
“Delivering the message in an engaging fashion in line with the Banana Boat Brand positioning was key to ensuring both parents and kids alike pay attention. Therefore, we came up with the idea of an innovative book with a character that only appears when the book is taken outside. The campaign, the UV sensitive book and all its supporting elements, are the result of this strategy and the collaboration between our three agencies,” added J Walter Thompson executive creative director, Simon Langley.
Marketing director at Edgewell Personal Care, Rachel Pullicino, commented, “We take our role as educators on sun safety very seriously, and as a business are constantly looking for new and innovative ways to get the message across. We hope this book speaks to children’s imaginations, but also helps them and their families remember the fundamentals of sun protection.”
Creative credits:
Creative agency: J Walter Thompson Sydney
Executive creative director: Simon Langley
Group digital creative director: Jay Morgan
Senior art director: Dylan Soopramania
Senior writer: Steven Hey
Print Producers: Lil Davidson & Anastasia Nielsen
Illustrator: David Follett
Strategic planner: Carly Yanco
Group account director: Bruce Pywell
Account manager: Alexandra Taurian
Social media manager: Michaela Upton
PR: Laura Barette @ H+K
Digital: Webling
