Audience
This campaign engages with young people in the 18 to 24 age group who socialise or work outdoors. Evidence shows this audience is at greater risk of sunburn (over exposure to UVR). And insights tell us that young people are motivated to be SunSmart more by the immediate consequences of getting sunburnt ie, pain and inconvenience to their life, and appearance based cues such as tan lines and peeling.
While the audience has some awareness of skin cancer, this is far in the future and is not as relevant to them as more immediate considerations like image and having fun and how getting sunburnt can interfere with that.